Anheuser-Busch Rolls Out New Sloped Shoulder Bottles for Michelob and Michelob Light

01 Aug 2002

Anheuser-Busch, Inc., today announced it is rolling out 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 and the words “All Imported Hops” 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, Inc. “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 fall, we will be able to capitalize on the holiday selling season which is always an important period for the Michelob Family.” The new packaging will be supported by a new advertising campaign, scheduled to begin later this month. The new campaign will include TV, radio, print and outdoor elements as well as point-of-sale (POS) materials. The theme of the new advertising – “Nice Finish” – will show Michelob and Michelob Light as a nice reward. The first phase of the campaign will feature ads focused on introducing the brands’ new packaging to consumers. Two TV spots, along with print and outdoor elements, were developed by Momentum, St. Louis. The TV spots feature high-energy music with social scenes interspersed with images of the new packaging. The second pool of ads will include three black-and-white TV spots (“Entourage,” “Disco Ball” and “Laundry”) developed by Goodby, Silverstein & Partners, San Francisco. Each spot opens with the commercial’s final scene, then rewinds to show the storyline from the beginning. All three feature characters who are suddenly put into situations where nothing goes their way. But, in the final scene, their dilemma is resolved with a cold Michelob or Michelob Light and a “Nice Finish.” “Over the past several years, the high-end segment of the beer industry has begun to attract more 21 to 27-year-old consumers,” Peacock said. “Our new advertising and packaging will enhance our brands’ appeal to this audience.” In addition to Michelob (introduced in 1896) and Michelob Light (introduced in 1978), the Michelob family of beers includes Michelob Golden Draft and Golden Draft Light (regional brands introduced in 1991), Michelob AmberBock (introduced in 1995), Michelob Hefeweizen (introduced in 1995), Michelob Honey Lager (introduced in 1997), Michelob Black & Tan (introduced in 1998), Michelob Marzen (seasonal brand introduced in 2000) and Michelob Ultra (introduced in 2002). Michelob and Michelob Light are brewed with all-imported hops by Anheuser-Busch, Inc., the world’s largest brewer.