Bud Light Platinum launched in Texas
The beer wasn’t even on sale nationwide yet, and already the blogosphere worried about how to recycle its cobalt blue bottle. Beer in blue bottles isn’t exactly the dernier cri in beer packaging as several brewers have done it before. Still, AB-InBev chose to launch its much hyped Bud Light Platinum in Texas on 24 January 2012. …one week before the rest of the country.
This is AB-InBev’s third brand extension of the Bud Light brand. The tongue-twister Bud Light Lime was released in 2008 followed by Bud Light Golden Wheat in 2009.
Bud Light Platinum is another attempt by AB-InBev to win back a fledging demographic of drinkers.
The trade publication Advertising Age described Bud Light Platinum’s release as part of a bid “to win over younger drinkers who have been gravitating to spirits.” Platinum does not seem to be aimed at craft beer drinkers – who tend to be more sophisticated drinkers into full-flavored beer experiences – but rather at nighttime partiers.
Hence Platinum will be packaged in cobalt blue 12oz glass bottles. It has 6.0% ABV (compared to 4.2% of normal Bud Light and 5.0% for Budweiser) and will be sold in 6 and 12 packs.
Platinum will replace Bud Light Golden Wheat, which is being discontinued, says Advertising Age, after a pricey launch in 2009. Golden Wheat’s launch was less successful than the other line extension, Bud Light Lime, which debuted in 2008, got off to a good start, but has since slowed.
