The Spike in Spiked Seltzer
Bud Light Seltzer, launched in January 2020, is a direct response to the spike in spiked seltzer.
Bud Light has been around since 1982, and although hard seltzer has become a public demand within the last 5 years, it’s timely for Bud Light to add this to their product line. And they did it just in time too since bars are closed, people are staying in, and companies are getting creative by expanding their brand.
Bud Light Seltzer features four flavors, including Strawberry, Lemon Lime, Black Cherry, and Mango. It’s interesting to associate Bud Light with flavors since their franchise, up until this point, was primarily known for beer.
Of course, Bud Light needs to keep up with the times. People are more calorically frugal, trying to avoid the “beer belly” and the side effects that come with beer consumption. Hard seltzer is low in sugar, calories, and a healthier option all around.
Also, note, their Instagram default photo:
Notice how their social prescence is now centered on Bud Light Seltzer? Between the wording in their photo and bio?
Bud Light is leaning into the public demand for hard seltzer, which applies mostly to young people in the Gen Y and Z categories, and are rebranding themselves in a way that caters to a younger demographic. Which is interesting since hard seltzer is mostly marketed and associated with big parties and get togethers.
But hey, this pandemic is hitting people in a variety of ways and we all have days that need to end with an alcoholic beverage, even if it is by yourself!
Bud Light’s presence towards young people is evident by scrolling through their Instagram grid. It is chock full of memes, tik Tok videos, and content that is digestible for a younger audience, making their digital footprint relevant and incentivize clickbait on social platforms.
Bud Light has been consistent with recognizing the Covid-19 pandemic, in their own special way:
I mean, yeah. Bud Light is well aware their consumers are primarily B2C rather than B2B these days. Between restaurant closings and people unwilling to go out to eat, Bud Light has to sustain their social presence now more than ever. They need to use their bag of tricks to keep business afloat and customers engaged.
It really makes you think: What if the pandemic happened before the digital age of media? How would Bud Light/Bud Light Seltzer been able to reach their customers on the daily and how much would they need to spend on print advertisements?
It is wild to think about, isn’t it? Same goes for remote learning and working -technology has made life fundamentally easier on all fronts.
Bud Light Seltzer is young and barely a year old. And just like anything that is young and in its early stages (ie. products, babies, toddlers, start-ups), their creators need to watch them like a hawk.
