Bud Light Seltzer has a problem: People still think there’s beer in the spiked seltzer.
More than half of the thousands of people Bud Light Seltzer surveyed incorrectly believe that the alcoholic seltzer contains beer, which is a self-admitted problem for the three-year-old brand because it’s a “barrier to people that considering trying us,” Steve Wolf, vice president of marketing for Bud Light Extensions, told CNN. “We launched Bud Light Seltzer with the Bud Light name in 2020 because it came with immediate benefits in terms of recognizability and distribution,” he said.
It’s following a broader industry trend of people craving “full flavored” beverages as canned, spirit-based cocktails with punchier taste profiles grow in popularity at the expense of seltzer. Bryan Roth, an analyst for Feel Goods Company and editor of the alcohol beverage newsletter, Sightlines+, told CNN that Bud Light Seltzer’s confusing identity is not an “ideal position to be in for yet another year.
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