According to Just-drinks.com, Anheuser-Busch InBev’s has announced a ‘Track Your Bud’ Campaign as its latest efforts to reinvigorate consumer interest in Budweiser in the United States.
As part of the campaign, consumers will be encouraged to use their smart phones to scan the QR codes on bottles of Budweiser. They will then be shown how their beer has been produced and delivered to them.
The move comes amid growing consumer interest in craft beers in the U.S., at the same time as ongoing decline for mainstream brands. A-B InBev will not release their full-year figures until March 8, but MillerCoors has already highlighted that its Coors Light brand has overtaken Budweiser as the second biggest selling beer brand in the U.S. in 2011.
A-B InBev said this week that “Track Your Bud” content will provide beer drinkers with visibility into the source and selection of ingredients, the seven-step brewing process, when their beer began Beechwood aging, and which brewmaster tasted it throughout the entire process. “Budweiser has a great story, and we want to tell it in a new way,” said Rob McCarthy, VP for Budweiser.
‘Track Your Bud’ content will be available on iTunes and Facebook, according to A-B InBev. Users can also access video content, collect badges from each U.S. brewery, and name batches of beer if they’re the first to track a beer from that particular batch.
