Anheuser-Busch — whose Budweiser brand sales and image have taken a serious licking — today will announce plans to push free beer and a hipper Bud image to younger beer drinkers over the next several weeks.
To appeal to the under-30 set that has ignored the brand — but is a prime consumer group for beer — Budweiser will unleash its biggest-ever national free-sample effort in trendy bars and eateries. The campaign begins Monday, with the slogan “Grab some Buds.”
The hype culminates on Sept. 29, when the brand hosts the “Budweiser National Happy Hour,” a bid by Bud to nudge folks to at least try a free brewski. The free samples for those 21 and up range from 6 ounces to 12 ounces, depending on state and local rules.