forbes.com- I want you to stop thinking about politics, just for a second. I want to talk about beer.
Specifically, I want to talk about Budweiser and the fact that, ahead of November’s election, cans of this iconic American brew will be rebranded as “America” to capitalize, one would suspect, on the presidential campaign. But as I said, I want you to stop thinking about politics.
That’s because, as a branding professional, not a political expert, I’m going to give you my opinion of why this rebranding move won’t help Anheuser-Busch capture market share beyond those who already drink this iconic American brand.
The fact is big, iconic beer brands have steadily been losing market share for the past several years as younger drinkers – read, millennials – opt for artisanal, craft beers. That’s because, another fact, millennials – the fastest growing market in the country – look for authenticity, flavor, and the story behind the beers they drink. Craft beers are generally brewed by small, independent, and local companies in small batches. This small-batch brewing makes for better flavor and quality.
And, the stories behind these craft beer brewers nicely aligns with the millennial’s craving for things that are new and different, things they feel they’ve discovered and can then share with friends on social media. Millennials gravitate toward the unique experiences, yes, but also toward the authentic experiences. They want to know who’s behind the brands they buy, a company’s values. This transparency helps them form relationships.
This latest move by Anheuser-Busch, while transparent, is in my opinion, misguided. Instead of using the can to better tell its authenticity story, Budweiser is ...more