Printer Friendly

A-B's Michelob gets "draft"-ed.

A-B's Michelob gets "draft"-ed

For the second time in as many weeks, Anheuser-Busch, Inc., has announced the introduction of a new brand. With the introduction of Michelob Golden Draft and Golden Draft Light the brewer will combat Miller's Genuine Draft on its own turf - the premium "draft" category.

The two brands, which roll out April 15, will be tested in San Diego, Santa Barbara and Sacramento, CA; Seattle, WA; Minneapolis, MN, and Austin, TX.

According to Michelob group brand manager Bob Goughenour, the product is "cold-filtered with a slightly sweet flavor - different from other Michelob products." It is that flavor, Goughenour continued, that allows Golden Draft to compete on the same level as the brewer's flagship brand - Budweiser - without fear of the newcomer cannibalizing its sales.

"This product tastes so unlike any other Anheuser-Busch product - least of all Budweiser - that I don't think Golden Draft will cannibalize sales," Goughenour noted. "I don't think Bud drinkers will move to this brand. We're aiming for people who drink our competitor's products."

In anticipation of the roll-out, Anheuser-Busch wholesalers in the test cities are eager to get their hands on the product. "They're excited about it," Goughenour said. "That's not unusual at all. Our wholesalers are always happy to get a new product."

One aspect that most industry analysts have pointed out is the similarity of the brands' packaging to that of Miller Genuine Draft. Packaged in clear bottles with black and gold labels, "[the similarity] is uncanny," according to a spokesperson at Fleischman-Hillard, A-B's public relation's agency.

Goughenour explained that the clear bottles have been employed "because consumers seem to like it in that type of packaging." The brand manager added that the bottles will be packed in fully-enclosed packaging to prevent product damage from direct light. The brands will also be packed in "Cold Cans," which feature a bevelled edge.

Initially, Michelob Golden Draft and Golden Draft Light will be produced at A-B's Baldwinsville, NY, brewery because it has the necessary packaging facilities.

PHOTO : MICHELOB GOLDEN DRAFT, and Golden Draft Light, two new entries into the fast-growing "draft" beer category, will be introduced into six test markets April 15.
COPYRIGHT 1991 Business Journals, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:Michelob golden draft and golden draft light beer; Anheuser-Busch, Inc.
Publication:Modern Brewery Age
Date:Apr 8, 1991
Previous Article:Hop yield decreases.
Next Article:American Ntl. Can cited with award.

Related Articles
Coors to launch its Keystone Dry.
A-B will offer new brands in test markets.
Maple Brown Ale is first Michelob seasonal.
A-B testing low-carb beer in three markets.
Anheuser-Busch has introduced new golf-themed cans and secondary packaging for Michelob and Michelob Light.
Anheuser to roll out new Michelob Ultra.
Budweiser select--all things to all people?
Anheuser plans series of seasonal beers.
Anheuser-Busch releases new specialty brews.

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters