Anheuser-Busch releases Busch Light Apple beer

24 Jul 2020

It’s not yet fall, but Anheuser-Busch launched an apple-flavored lager under its Busch Light line. This is the first time in 65 years that the Busch Beer brand has released a flavored beer product, and it will be available for a limited time in select states in the United States.

“The development and launch of Busch Light Apple is one of the most significant moments in our brand’s 65-year history,” says Daniel Blake, VP of Value Brands at Anheuser-Busch in a statement. The limited release flavored lager will be available in 12, 24 and 30 packs of 12-ounce cans and 16-ounce cans. There was no mention of how long this limited release will last.

Anheuser-Busch releases Busch Light Apple beer
Photo Courtesy of Busch Beer

These cans were developed to have a “sleek new aesthetic” similar to the advertising that is accompanying this launch. Busch Light Apple was launched with a keynote address, delivered by the brand’s spokesperson, Busch Guy and was reminiscent of Silicon Valley’s Apple product launch announcements. The website is also designed to promote a streamlined brand image and messaging similar to a tech company.

It is notable that Bush Beer sidestepped the traditional fall launches of cider and malt beverages in favor of introducing the flavoring directly into a beer. Beer has been a dying breed in the U.S. as Americans turn away from traditional lagers in favor of craft cocktails and seltzer. Over the past five years, beer volume in the US declined 2.4%, according to an IWSR Drinks Market Analysis cited by CNN Business. However, the seltzer market has jumped nearly 200% between 2018 and 2019 while cider helped boost the total sales of alcohol globally in 2017, according to IWSR.

While it remains to be seen if this cider-beer crossover will tempt consumers, it is an interesting approach to help Anheuser-Busch capitalize on a growing trend while still promoting its core beverage to the masses.

A new experience may also be particularly welcome during the ongoing pandemic as consumers look to indulge in alcohol in their homes. Even declining segments like beer have seen an uptick with beer sales 34% in March over last year, according to Nielsen data. This tempting fall flavor may prove to be a winning combination – apple flavor was predicted to be the most popular flavor this year by flavor company Esarom.

Related news

AB Inbev completes its acquisition of the Craft Brew Alliance

AB Inbev completes its acquisition of the Craft Brew Alliance

16 Oct 2020

The merger of AB InBev and the Craft Brew Alliance (CBA) is now finalized following the divestiture of brewery operations in Hawaii. In September the U.S. Department of Justice approved the companies’ decision to sell CBA's Kona Brewing operations in H...

Read more 
Plant-based dairy is now available in toddler formulas

Plant-based dairy is now available in toddler formulas

30 Sep 2020

Israeli-based Else Nutrition released its first plant-based toddler nutrition formula on Amazon at the end of September. However, the company is already conducting clinical trials to bring a vegan infant formula that replicates the nutritional properti...

Read more 
German coffee brand Tchibo arrives in the U.S.

German coffee brand Tchibo arrives in the U.S.

29 Sep 2020

Tchibo is debuting four of its blends at retailers throughout the U.S. Midwest as part of a pilot program that will determine the viability of a nationwide rollout at an unspecified later date.

Read more 
Canadian non-alcoholic beer brand raises $4 Million

Canadian non-alcoholic beer brand raises $4 Million

15 Sep 2020

Canadian non-alcoholic beer brand Partake Brewing raised $4 million in a Series A funding round led by San Francisco-based equity firm CircleUp Growth Partners. Additional participation in the round came from Export Development Canada (EDC), Natural Pr...

Read more 
Enfamil launches infant formula containing A2 milk proteins

Enfamil launches infant formula containing A2 milk proteins

14 Sep 2020

Infant formula brand Enfamil launched a new, FDA-regulated line containing only A2 milk proteins and the omega-3 protein DHA, a key building block in brain and eye development. The A2-only dairy is sourced directly from European cows that naturally pro...

Read more 
PepsiCo’s Naked smoothies switch to 100% recycled plastic in the UK

PepsiCo’s Naked smoothies switch to 100% recycled plastic in the UK

9 Sep 2020

In the UK, Naked smoothies, including Naked Machines, Naked Lean and Naked Zing are now rolling out in bottles that are made from 100% recycled plastic. PepsiCo also updated the labels on these bottles to attract consumers attention to the use of the r...

Read more 
European wine industry suffers another blow in beleaguered year

European wine industry suffers another blow in beleaguered year

4 Sep 2020

Despite demand for alcohol, including wine, surging during the pandemic, the global wine industry has been suffering as a result of trade restrictions, labor shortages, and now, weather woes. In Italy’s northern Veneto region, a violent storm at the en...

Read more 
Drizly raises $50m to expand booze delivery

Drizly raises $50m to expand booze delivery

1 Sep 2020

E-commerce alcohol delivery service Drizly announced it closed a $50 million funding round led by the investment firm Avenir with participation from Tiger Global and other existing investors. This additional funding brings the company’s total fundraisi...

Read more 
Coca-Cola introduces recyclable paperboard rings on its multi-packs

Coca-Cola introduces recyclable paperboard rings on its multi-packs

31 Aug 2020

As a result of its effort to remove all unnecessary hard to recycle plastic from its portfolio in Western Europe, Coca-Cola is introducing a paperboard packaging alternative called CanCollar in Spain.

Read more 
Adaptogenic coffee raises $2.7 million to reimagine coffee

Adaptogenic coffee raises $2.7 million to reimagine coffee

24 Aug 2020

Coffee company, Taika, raised $2.7M in seed funding for its adaptogen-infused, ready-to-drink (RTD) beverages. The investment round was led by Kindred Ventures with participation from Obvious Ventures and World Champion Barista James Hoffman. In the co...

Read more