New bottling
and secondary packaging for the company's super-premium beers,
Michelob and Michelob Light.
In the US, Anheuser-Busch is launching new sloped shoulder bottles and secondary packaging for the company's super-premium beers, Michelob and Michelob Light.
The new labels, cans and secondary packaging feature Michelob's signature red ribbon along the top of the oval design. The new packaging marks a departure from Michelob's traditional tear-drop bottle and will roll out nationwide in October.
"Rolling out new packaging is an exciting step for the Michelob brands," said Dave Peacock, vice president, high end brands, Anheuser-Busch. "Our Michelob Specialty brands and our new low carbohydrate beer, Michelob Ultra, are packaged in sloped shoulder bottles, and the response from consumers has been very positive. And, by having the new packaging available nationwide in the Autumn, we will be able to capitalise on the holiday selling season which is always an important period for the Michelob Family."
The new packaging will be supported by a TV and print advertising campaign, scheduled to begin later this month.
