Budweiser's Nitro Reserve Gold Cans are Made to Be Flipped, Then Poured
Laura McQuarrie — March 4, 2020 — Marketing
References: budweiser & thedrinksbusiness
Budweiser launched Nitro Reserve Gold that's designed to disrupt the way people are used to cracking open a can of beer. To educate drinkers on the "new lager infused with nitro for a silky smooth finish that's best enjoyed the wrong way," Budweiser created a campaign that shows that the can is actually intended to be shaken three times before serving. Although beer drinkers are familiar with tilting their glass to achieve the ideal pour, Budweiser's nitro lager is designed to be poured straight down the middle of a glass.
As Ricard Marques, Budweiser’s VP of marketing, describes, "Nitro Pour ritual adds some theater and excitement to the traditional beer pour—offering something new without the sacrifice of the traditional Bud flavor they love."
As Ricard Marques, Budweiser’s VP of marketing, describes, "Nitro Pour ritual adds some theater and excitement to the traditional beer pour—offering something new without the sacrifice of the traditional Bud flavor they love."
Trend Themes
1. Shakeable Beers - Opportunity to disrupt the traditional way of drinking beer by introducing a shaking ritual for enhanced flavor and experience.
2. Nitro Infusion - Opportunity to innovate by infusing nitro into beers, creating a silky smooth finish and a unique drinking experience.
3. Interactive Packaging - Opportunity to engage consumers with interactive packaging that educates and encourages a specific serving method.
Industry Implications
1. Craft Beer - Craft breweries can explore new flavor profiles and experiences by incorporating shaking rituals and nitro infusions into their beers.
2. Packaging - Packaging companies can create interactive and informative designs that guide consumers on unique serving methods for different beverages.
3. Marketing - Marketing agencies can develop campaigns that highlight the theater and excitement of unconventional drinking rituals, attracting attention and driving customer engagement.
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