Following Anheuser-Busch’s announcement that it will giveaway free alcoholic beverage products if over 70% of US consumers are vaccinated by July 4;
Holly Inglis, Beverages Analyst at GlobalData, a leading data and analytics company, offers her view:
“Anheuser-Busch is emphasising consumption of alcoholic beverage products, which in recent years have seen a large downturn in a number of global markets due to health and wellness concerns of calorie and sugar content, as well as a high ABV. The company is clearly attempting to drive a connection between corporate social responsibility, as well as a positive, celebratory narrative of alcoholic drinks products.
“According to GlobalData’s latest 2021 Q1 consumer survey in the US, consumers have stated that they are invested in brand activity, with 35% wanting to know about initiatives adopted by brands during the pandemic, and a further 20% enjoying entertainment features that can help take their mind off the pandemic. Anheuser-Busch has adopted both of these in its new initiative, emphasising something light-hearted and positive regarding the COVID-19 pandemic.
“US President Joe Biden has stated that by July 4, he is reaching for the 70% of vaccinated individuals goal, which comes in perfect time for summer beverage trends. As more individuals are vaccinated, the tightening of restrictions on social gatherings will ease, which will mean that families and friends will begin to socialise, returning to parties and BBQs. Anheuser-Busch’s initiative is staying ahead of the curve, as consumers will remember the brand in line with its COVID-19 giveaway, which has the potential to elevate long-term brand growth.
“In the same GlobalData survey, over a third (36%) of US consumers report that they drink alcohol regularly, while a further 42% state that they drink occasionally or when socialising, which again emphasises a well-thought-out tactic by the company, by appealing to 36% of the population who already drink regularly. There is potential for this 42% to rise in line with COVID-19 relaxation measures.”
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