Anheuser-Busch (NYSE: BUD) is ramping up hard seltzer capabilities. The company announced on February 3 that it plans to invest $1 billion over the next two years on upgrading its production facilities in order to ramp up production on spiked and sparkling drinks.
As part of the investment, A-B hopes to strengthen local economies by creating new jobs. The company says the project will span 26 states. A-B currently operates 120 facilities in 27 states and employs more than “19,000 hardworking people,” the company said in a statement announcing the initiative.
“Anheuser-Busch and our brands have always been there for the times that matter, and it matters now. This past year has required that we all adapt in unexpected and challenging ways, but our connection and commitment to supporting our people, communities and partners remains unchanged,” said Michel Doukeris, US CEO of Anheuser-Busch.
“Right now, our big dream is the recovery of our country. It’s the reopening of our neighborhood restaurants and bars, it’s cheering on our favorite teams and gathering together in person. We are here to find a better way to lead a safe and strong recovery, and we’re starting by investing across our U.S. supply chain to protect the industry and the millions of people who rely on it for their livelihoods. These investments are immediate and happening now.”
Included in the investment is $100 million dedicated to environmental sustainability efforts, such as “solar panel installments, water treatment and other similar initiatives,” according to the statement.
Good Neighbor Initiatives
“I want to thank Anheuser-Busch for investing in New Jersey during this challenging time in our nation’s history. We appreciate all that Anheuser-Busch has done to help those in need during the pandemic, from donating hand sanitizer to making significant capital investments in our beer industry,” said NJ Governor Phil Murphy.
“Anheuser-Busch first opened their Newark plant 70 years ago and we in New Jersey recognize that this is a company clearly committed to helping us to safely recover from this unprecedented public health and economic crisis.”
Super Bowl Advertising
In order to underscore its commitment to public health, this year A-B is running its first ever corporate Super Bowl commercial, “Let’s Grab A Beer.” The spot is meant to remind consumers that being together is more important than the beer itself. “It’s never just about the beer. It’s about being together.”
“The insight comes straight out of real life as so many people are just longing to be together with their friends and family again,” said Marcel Marcondes, CMO, Anheuser-Busch. “So, while the spot shows many of the brands in our portfolio in different situations, the beer is not the hero of the ad. The people are. Now more than ever, it’s become clear just how much people miss getting together. As the leader in the beer category, we felt the responsibility to tell that story.”
The ad features a range of A-B products, including Bud Light Seltzer and the canned cocktails from Cutwater Spirits, which the company acquired in 2019, all being consumed by workers in workplaces varying from restaurants, orchestras, and offices. It had over 1 million YouTube views before even airing on the Super Bowl on Sunday, February 7, 2021.
While brand Budweiser gets a cameo in the “Let’s Grab a Beer” commercial, Budweiser beer opted not to air a Super Bowl commercial for the first time in 37 years, instead donating the money toward COVID-19 vaccine awareness efforts through a partnership with the Ad Council. However, in addition to the A-B corporate ad, rookie Bud Light Seltzer Lemonade will also be making its big game debut.
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