Budweiser to introduce twist-off bottle caps in the UK

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Budweiser has announced the launch of Twist-Offs in the UK – making it the first major beer brand in the UK to introduce twist-off bottle caps. Available across on and off trade, the innovation will increase ease of serve for on trade customers, and address issues of convenience for shoppers – by eliminating the need for bottle openers when enjoying a Budweiser.

Thanks to the iconic American brand, Budweiser Twist-Offs will enable consumers to enjoy Budweiser in more social occasions by facilitating an easier serving experience – unlocking a variety of new occasions relevant to the brand’s target market, including festivals, BBQs and outdoor events. In addition, Budweiser Twist-Offs will establish a new, simpler serving ritual for the on-trade by eliminating bottle openers for barmen.

As the biggest bottled beer brand in the UK, Budweiser will be the first of the major brands in the UK to introduce twist-off caps, inspired by Budweiser’s American heritage where Twist-Offs have been an iconic feature of its product and packaging for decades. The launch is supported by extensive brand research, which found a strong consumer appetite for the serving benefits Budweiser Twist-Offs provide, which was a key driver to bringing the innovation to the UK.

Aina Fuller, senior brand manager UK&I at Budweiser, said: “This is so much more than a packaging innovation for Budweiser – never again will consumers have to search high and low for a bottle opener, or battle to open bottles with their teeth. We’re proud to continue to lead the category in the UK by being the first major beer brand to bring twist-off caps to British consumers, ensuring they now never have to miss a minute of the action – like a goal in an exciting football match.

“We believe Budweiser Twist-Offs will position our brand as the only beer to enjoy during key occasions for our audience, across on and off trade.”

The new packs will run across all SKUs and be available in total trade from April 4th – stockists will remain the same, however the product will be supported by a range of promotions around launch intended to support convenience of opening around all the most important Budweiser occasions.

Budweiser as a beer is one of the hardest to brew, and the same care and attention applied to this brewing process has also been applied to the new Twist-Offs design and packaging. These will communicate the new serving ritual to consumers, as well as ensure stand-out on shelf in both on and off trade for the new innovation, across fresh, impactful primary and secondary packaging. This includes arrows on the bottle itself, making it clear the cap is to be twisted and not pried off, as well as:

–        The back label (all bottles)

–        Crown (all bottles)

–        Secondary packaging (all bottles)

–        Paper neck label (660ml bottles)

The launch of Budweiser Twist-Offs will be supported by a multi-miliion pound through the line campaign, comprising TV advertising, digital advertising, PR, social media, and in-store activations.