Budweiser Comes to a Zip Code Near You

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By: Casey Schoelen

The landscape for consumer brands is tricky these days, especially when going after the American consumer. The recent summer Olympics in London brought about an unparalleled sense of pride, unity, and support for Team USA. The economic recession has led to revitalizing the importance of buying local, supporting “Made in the USA” products, and focusing on spending that will improve local economies. Despite being an iconic American beer brand, Budweiser lost a little inkling of that American pride in 2008 when Anheuser-Busch was sold to InBev, a Belgium company. It’s hard to tout Budweiser as the “King of Beers” and an example of American pride when it's owned by a company outside our borders, no matter how cute the Clydesdales are as they pull wagons of the beer in the snow.

In 2012, however, they will regain that local sense of domestic pride as Anheuser-Busch rolls out selected craft brews into stores. The company selected six of its domestic breweries to produce a craft beer that will be uniquely branded with the zip code where it is produced. Then, a summer-long contest entitled “Project 12” will allow for three brews to be selected and then rolled out to retail grocery stores for distribution in the fall. Project 12 is a great way to re-engage consumers in the widely popular craft brew category while also recognizing and appreciating local brew masters. According to the Brewer’s Association, craft barrel production has increased 44% in the last four years, making it a significant competitor for large-scale brewing operations like Anheuser-Busch. Budweiser’s zip code beers look to make a splash in this market and regain some of their market share. Craft brews and microbreweries are capitalizing on consumers’ cravings for a unique beer experience, both in taste and flavor as well as the do-it-yourself practice of home brewing. Project 12 will bring Budweiser to the table in a new way.

Consumers today are looking for brands that stand for something and that give them something to be proud of. Building engagement with consumers can be challenging, but by capitalizing on the “buy local” trend, Budweiser presents a win-win for beer drinkers. They can get a delicious craft brew with unique flavor while celebrating brew masters of America. Many major brewers are missing out on this key opportunity to engage with consumers on an emotional level. Project 12 is a smart move for Budweiser as consumers nowadays are becoming accustomed to having so many options of ales, in a variety of flavors, and from a variety of locations. Cheers!

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About the Author

Casey Schoelen is a young millennial excited and passionate about branding, advertising, and marketing. She is also a Nashville-native who loves traveling, reading the NYT, and watching sports.

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