ST. LOUIS (Olin Business School/KMOX) – The new Budweiser can design probably won’t do much to reinvigorate sagging sales of the iconic brew, according to a marketing professor at Olin Business School at Washington University in St. Louis.
Here’s a statement released Thursday by the business school on behalf of John Norton, PhD and senior lecturer in marketing:
“Firms update their designs all the time,” Norton says. “Without meaning to minimize the efforts of the design staff — who are trying to create a design that leverages the brand’s heritage yet offers a contemporary look and appeal — it just won’t make that much difference.”\
The redesign is Budweiser’s 12th since the beer brand was launched in 1936.
It’s already drawing some online criticism for closely resembling a cola can, with a design that might catch the eye of underaged consumers.
That’s one concern that Prof. Norton doesn’t share with those critics.
“I think this is unlikely to cause children to run out and buy Budweiser,” he says with a chuckle.
The new can design rolls out later this summer and is designed to boost sales of Bud, which is the second most popular beer brand sold in the United States, behind Bud Light.
Shipments of Budweiser to wholesalers fell 7% last year in the U.S. according to Beer Marketer’s Insights.
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