Anheuser-Busch InBev (A-B) announced its solution to the “better-for-you” trend Thursday: Bud Light Next, a zero-carb beer slated for release in early 2022, according to CNN Business.
Each 12 oz. serving of Bud Light Next — available in 6- and 12-packs and in both bottles and cans — will be 4% ABV and 80 calories — 30 fewer calories than an original Bud Light, which has 6.6 grams of carbs.
“Today’s consumers have got options of low calorie and low carb products, this is another entry to have something that goes all the way to zero carbs,” Andy Goeler, Bud Light’s VP of marketing, told CNN Business. “It’s a big consumer trend we see across many consumer industries.”
Goeler said the new product has been in development for around a decade, and was internally referred to as “Project Impossible,” with “roughly 120 prototypes created.” He said the move is intended to help Bud Light pivot “from the light beer to the light brand,” expanding consumers perception of what Bud Light can offer — similar to its approach of keeping the Bud Light name on the company’s hard seltzer line.
In a series of ads last week, Bud Light addressed consumer confusion about the Bud Light hard seltzer name, which “makes people think [its] seltzer is a beer.” The commercials feature retired NFL player Nick Mangold, who covers the Bud Light name on cans with his fingers to avoid consumer confusion.
“Bud Light seltzer: no beer, just great taste,” each advertisement concludes.
Axios-Ipsos: Majority of Voters Support Biden COVID-19 Vaccine Mandates
A majority of Americans (60%) support vaccine mandates or regular COVID-19 testing for companies and their staff, according to a joint-survey by Ipsos, a multinational market research firm, and the Virginia-based news website Axios.
Last week, President Joe Biden announced new vaccine requirements for federal employees and businesses with 100 or more workers, as part of his “COVID-19 action plan.” Axios and Ipsos surveyed 1,065 Americans in the first few days following the announcement, and found that 57% of respondents support their own employers requiring vaccines or regular testing in the workplace, while 60% supported the federal government enforcing both rules.
However, respondents were distinctly split across political party lines. While more than eight in 10 of Democrats (84%) surveyed supported Biden’s requirements, only one in three Republicans expressed their support. About 60% of independents said they supported the new mandates.
“From a political perspective, he especially reinforces himself with independents,” Cliff Young, president of Ipsos U.S. Public Affairs, said in an Axios report. “He wins no points with Republicans. He wins a lot of points with Democrats, but they already support him.”
Respondents were also divided by where they live. About 70% of urban respondents said they support mandates or testing requirements, and nearly six in 10 suburban voters expressed their support. On the other hand, less than half of all rural respondents said they supported either requirement.
Respondents were also asked what COVID-19-related policy the federal government should prioritize. The plurality (38%) said redoubling efforts to get unvaccinated Americans vaccinated should be the number one priority — although only one in 10 unvaccinated respondents expressed support, compared to nearly half of vaccinated respondents. Booster shots for every American who wants one was the second most supported policy (28%), followed by making vaccine shots more available in developing countries (19%).
Athletic Brewing Partners with Fleet Feet, Launches Subscription for New Parents
The non-alcoholic (NA), Connecticut-based brewer Athletic Brewing Company has partnered with the Sacramento, California-headquartered retailer Fleet Feet to bring Athletic’s beers to Fleet Feet stores.
Beginning this month, Athletic’s non-alcoholic (NA) flagships Run Wild and Upside Dawn will be available in Fleet Feet’s Austin, Sacramento, and Delray Beach, Florida locations, with custom in-store refrigerators stocked with single cans and six packs, according to a press release.
“Fleet Feet is the retail leader we all support in the running community, making this partnership a perfect fit for us,” Athletic’s founder Bill Shufelt said in the release. “We’re thrilled to have the opportunity to introduce our product to more of the people who were among the very first to embrace Athletic Brewing: runners.”
The two companies will also co-host several events with the new partnership, including a NA beer mile, in which participants will consume a total of four cans of Athletic NA beer between running four laps around a 400-meter track. The event is co-hosted by Athletic and Fleet Feet Westport and will be held at the Bunnell High School track in Stratford, Connecticut on October 17.
The main event of the beer mile will feature a head-to-head battle between world beer mile record-holder Corey Bellemore and American beer mile record holder, and owner of Beermile.com, Chris Robertson, according to an Athletic spokesperson. HOKA, a running footwear company, will also be on site with shoe demos and prizes.. A total of $2,000 in cash prizes will be handed out to top male and female beer mile finishers.
“From pub runs to beer miles, there’s an undeniable cultural connection between running and beer,” Joey Pointer, president and CEO of Fleet Feet, said in the release. “This partnership with Athletic Brewing offers us another exciting opportunity to broaden what our customers can turn to us for in their pursuit of a healthy and active lifestyle, and I’m excited to see this come to life locally and identify where we have other opportunities to expand distribution.”
Additionally, Athletic launched its Stork Subscription this week — a nine-month gift package for soon-to-be parents. Every month, subscribers will receive a six-pack, along with branded items for parent and baby, according to a press release. Each box will also include 12 “milestone cards designed to track progress, photograph, and create family memories.”
“Since we started the brewery, we’ve challenged ourselves to grow with our drinkers,” Shufelt, who became a new parent this summer, said in the release. “The Stork Subscription is a fun initiative to help out drinkers who are also becoming parents. New parents will no longer have to give up their love of craft beer or socializing. The Stork Subscription will help them balance parenting without compromise.”
Athletic launched in 2018, and has grown production 500% year-over-year for two years in a row, according to a press release. The brewery owns nearly 50% share of the NA craft beer category, according to Shufelt.
Samuel Adams Utopias Returns in 2021
Samuel Adams has announced its style-defying 28% ABV Utopias will return for its 12th biennial release on October 11, Boston Beer Company announced yesterday.
This year’s vintage was aged on 2,000 pounds of cherries and spent time in a combination of Carcavelos, Madeira, Ruby Port, and Sherry Oloroso barrels. Utopias is released every other year, and the suggested retail price for the 2021 vintage is $240 per 24 oz. decanter.
“We pioneered the barrel-aging and blending process of Utopias almost thirty years ago and continue that time-honored tradition today,” founder Jim Koch said in a press release. “Since the introduction of Utopias in 2002, brewers have explored uncharted territory with each brew, experimenting with different kinds of aging barrels, new flavors, and different blending techniques. The result is always special, spirited, and worth waiting for.”
Due to its high alcohol content, Utopias is not available in 15 states: Alabama, Arkansas, Georgia, Idaho, Missouri, Mississippi, Montana, New Hampshire, Oklahoma, Oregon, South Carolina, Utah, Vermont and West Virginia, according to the company’s website.
This year, Boston Beer has introduced a philanthropic element to its biennial Utopias release. Each Utopias bottle is numbered, and bottles are given to employees in order of seniority, beginning with Koch. This year, his No. 1 bottle will be auctioned off to raise money for St. Jude Children’s Research Hospital as part of civilian space flight Inspiration4, of which Samuel Adams is the official beer.
Inspiration4 is a SpaceX flight staffed by civilians and commanded by Shift4 Payments CEO Jared Isaacman with a goal of raising $200 million for St. Jude. As part of its sponsorship, Samuel Adams will donate a maximum of $100,000, plus the proceeds from the online auction of Koch’s signed Utopias bottle and a two-night trip to Boston.
Stone Brewing Named Craft Beer Sponsor of USC Athletics
Stone Brewing has been named the official craft beer sponsor of University of Southern California (USC) Athletics.
The partnership will kick off (no pun intended) with the 2021-2022 Trojans football season, and continue through the spring, according to a press release. Stone’s flagship Stone IPA — along with its Delicious IPA, Buenaveza Salt & Lime lager, and new Stone Hazy IPA — will be available on tap at the Los Angeles Memorial Coliseum. Other various advertising, “experiential opportunities” and signage co-created through the partnership will also be featured throughout the year.
“I spent some very memorable years at USC, including of course the tradition of walking across campus towards the stadium to take in the special experience that is Trojan football,” Stone co-founder and USC alum Greg Koch said in the release. “Back then, all the beer I enjoyed was consumed pre-game, and now I’m very excited to tell my 1987-self that we can finally enjoy a better beer in the stadium itself…I just have to find my 1987-self, but I know he’s in here somewhere underneath the long hair, scruffy beard and 34 years or so.”
“Southern California is famed for its award-winning craft breweries, so we knew we had to find a partner that would add an authentic, quality experience for our fans,” Drew DeHart, USC sports properties VP and general manager, said in the release. “Stone has been named the ‘All-time Top Brewery on Planet Earth’ and is committed to being a part of its community right here in SoCal.”
Escondido, California-headquartered Stone is the ninth largest craft brewer in the U.S. by volume, according to the Brewers Association’s 2021 New Brewer.
Constellation Partners with New York Giants, Jets and New Jersey-Based MetLife Stadium
Constellation Brands has signed a multi-year contract with the NFL’s New York Giants and New York Jets and the teams’ shared home stadium, East Rutherford, New Jersey-based MetLife Stadium, the company announced last week.
The partnership showcases Constellation’s Modelo and Corona brands. Modelo is an official beer sponsor of the Giants, and Corona is an official sponsor of the Jets.
Both brands will have real estate within MetLife Stadium in the form of the 42,500 sq. ft. Corona Beach Club on the mezzanine level, and the 3,100 sq. ft. Modelo Cantina on the main concourse.
“NFL fans visiting MetLife Stadium will enjoy our brands not only throughout the stands, but also in new, immersive spaces we’ve created to heighten the experience of attending a game live,” Rene Ramos, Constellation VP field, lifestyle and experiential marketing, said in the release. “Fans will now have exciting, memorable experiences.”
As part of the partnership, Constellation will be able to use both teams’ logos and other intellectual property in the New York market in both the on- and off-premise channels.