Business Wars Anheuser-Busch vs Miller - Surprise Attack Dog | 5
Jun 12, 2019
In the 1980s, Miller faces decline as Anheuser-Busch prepares a fierce $50 million marketing assault with Budweiser Light. The brewing giant's advertising tactics, including the quirky Spuds McKenzie, add pressure on Miller. Amidst the brewing rivalry, Miller innovates with new strategies and product launches like Ice House. The competition intensifies, leading to critical challenges and a proposed merger. The quest for market dominance showcases a turbulent era in the beer industry, full of surprising twists and fierce ambition.
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Bud Light's Birth
- In the early 1980s, August Busch III challenged his chief brewer to create a light version of Budweiser.
- This led to the launch of Budweiser Light, later renamed Bud Light, backed by a $50 million campaign.
Bud Light Launch
- Anheuser-Busch launched Bud Light with a $50 million campaign, featuring Clydesdale horses and targeting diverse demographics.
- This "bracketing" strategy, with multiple light beers, slowed Miller Lite's growth.
High Life Decline
- By 1984, Miller High Life sales had dropped 28% due to Anheuser-Busch's competition and ineffective ad campaigns.
- Miller's ad agency admitted their mistakes, including targeting the wrong demographics and ineffective messaging.