A-B's Chill Packaging Heats Up Sales

Anheuser-Busch will double its capacity for aluminum bottle packaging by the fall and will debut a silver metal bottle version of Budweiser Select in some markets starting next month.

Anheuser-Busch will double its capacity for aluminum bottle packaging by the fall and will debut a silver metal bottle version of Budweiser Select in some markets starting next month. A-B's newest brew will be the sixth brand to roll out in the unique package joining Bud Light, Budweiser, Michelob Light, Michelob and Anheuser World Lager. "We knew people would love the aluminum bottle because it is cool and different," said Mike Owens, vp-sales and marketing. "We are excited by the magnitude of interest in this package. Young adults, particularly in bars and clubs, tell us they really like the way it makes drinking cold beer a tactile experience. In fact, this package is so popular that it's selling out, and it's doing the job to help enhance the beer drinking experience," he added. Trade sources report that some retail accounts are asking for bigger orders of A-B products in aluminum bottles because the four packs are selling out. Consumers are going to stores looking for the sophisticated-looking packaging, which keeps liquid colder longer, after having it in their hands during a previous night at the bar. Retailers like the packaging because the four packs-priced a bit higher than a six-pack on a per unit basis-generate more profit for them.