Aggressive Summer for Bud Light?

by

Brew Blog

Pricing weak, promotions up.

Is Bud Light getting ready for an aggressive summer?

Some supermarket trends point to that possibility.

Consider:

Bud Light’s pricing is up only 0.7 percent during the four weeks ended April 12, according to beer sales statistics from Nielsen. Miller Lite, meanwhile, was up 1.8 percent and Coors Light was up 2.5 percent.

A wide gap lies between Bud Light’s volume share gain and dollar share gain, suggesting pricing activity. During the four week period, Bud Light gained 0.5 points of volume share. But dollar share increased by only 0.2 points.

Miller Lite lost 0.2 points of dollar and volume share. Coors Light gained 0.3 points of volume share and 0.2 points of dollar share.

Anheuser-Busch has made it plain it wants to get its trademark Budweiser and Bud Light franchises back on track this year. Will pricing be a way to accomplish that?

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