Bud Light's Hail Mary To College Football Fans: A Brand Revival Touchdown Or Risk Of Interception?
Portfolio Pulse from Chris Katje
Anheuser-Busch InBev (BUD) is intensifying its marketing efforts for its Bud Light brand, which has seen a sales decline and lost its top-selling beer status to Modelo, a unit of Constellation Brands (STZ). The company is turning to NCAA Football with a new marketing push that includes tailgates, concerts, and specially designed commemorative cans and bottles. Partnerships with NBC and Peacock will provide television coverage for the Bud Light Backyard tailgates.
August 31, 2023 | 9:48 pm
News sentiment analysis
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NEUTRAL IMPACT
Anheuser-Busch InBev is launching a new marketing campaign for Bud Light, which has been losing market share.
The success of the new marketing campaign is uncertain, hence the neutral score. However, the news is highly relevant and important for BUD as it directly pertains to their efforts to regain market share.
CONFIDENCE 80
IMPORTANCE 75
RELEVANCE 100
POSITIVE IMPACT
Comcast Corporation's NBC and Peacock will provide television coverage for the Bud Light Backyard tailgates.
The news is positive for CMCSA as it indicates a new partnership and potential increase in viewership. However, the relevance and importance are moderate as CMCSA is not the main focus of the news.
CONFIDENCE 80
IMPORTANCE 50
RELEVANCE 50
POSITIVE IMPACT
Constellation Brands' Modelo has surpassed Bud Light as the top-selling beer brand in the US.
The news is positive for STZ as it highlights Modelo's success in the US market. However, the relevance is moderate as STZ is not the main focus of the news.
CONFIDENCE 90
IMPORTANCE 60
RELEVANCE 50
POSITIVE IMPACT
Molson Coors Beverage has been gaining market share from Bud Light.
The news is positive for TAP as it indicates that they are gaining market share. However, the relevance is moderate as TAP is not the main focus of the news.
CONFIDENCE 80
IMPORTANCE 60
RELEVANCE 50