Bud Light Seltzer: Battle of the Best
Hard Seltzer
Hard Seltzer has recently been a very hot market under the category of alcoholic drink. In recent years, the Hard Seltzer brand is appearing left and right just to keep up with the needs for healthy alcoholic drinks from the customer. As the millennials gradually become the main customer stream for the majority of the brands, companies start to do want ever they can to innovate new stuff to attract new customer groups.
For millennials, wellness is a term that is getting more and more important. It goes beyond the physical form and becomes a sense of self-caring and well-being. As the result, traditional beer brands are starting to come up with new products to occupy the market for healthy alcoholic drinks. The next thing you know is that we got more seltzer brands than we can count now.
Riding Digital Marketing Trend
With more and more competition appearing in the market, a lot more hard seltzer brands are trying to ride the digital marketing trend to stay relevant and get higher exposure.
Now, the gaming industry is more than just people buying video games. celebrities are hopping on to the train of gaming. Examples like Snoop Dogg, Post Malone, and the son of NBA star Lebron James. All of them are part of professional esports organizations. On the other hand, because the public attention focuses very heavily on the gaming industry, traditional brands are now collaborating with the gaming industry to try to get public attention.
Bud Light Seltzer: Battle of the Best
In the first week of September, 2020. Bud Light Seltzer as a beer company held the biggest gaming event outside the major tournament held by the gaming company in 2020. Bud Light teamed up with 16 famous streamers and put on a wonderful show for the gaming community. Throughout the whole tournament, the streamers competed in four different games and only 1 person could come home as a champion.
What was fascinating about this event is that by holding this tournament, Bud Light utilized the streaming platform to get massive attention for its seltzer, throughout the tournament, the streamers constantly had a bottle of Bud Light Seltzer beside them and I am not talking about some small streamers, all the streamers in this tournament were having tens of thousands of people watch them on a regular base. For collaboration between traditional brands and the gaming industry, this tournament was a huge success.
Social media were also going crazy during the tournament, hundreds of YouTube videos were made during that time about the crazy game plays and the funny moments. And of course, by watching the videos, the audience was constantly hearing about Bud Light Seltzer as the sponsor of the tournament which also made the tournament a very successful business move for Bud Light Seltzer to try to get brand awareness and attention to its products.
Faded Trend
Although the tournament was an exciting event during the time it was happening but no trend could stay forever, especially for media trends. For Bud Light, the event definitely brought some interest and attention to the brand. You can tell the hype was slowly fading away from Bud Light stock prices. The price went up 2% after the tournament happened but went down a significant amount for the next two weeks.
