安海斯-布希在世界各地營銷他們的產品。要是縮小這個話題那就一定要討論美國。安海斯-布希分析了這四個市場營銷參與。
 

1.第一個最大的市場就是高端啤酒的范疇。安海斯-布希在這部分則會談到百威啤酒和百威淡啤產品。而其他啤酒旗下的啤酒安海斯-布希則把他們類別分為芽冰和啤酒。通過廣泛的市場營銷和廣告，百威啤酒在美國已成為最暢銷的啤酒。 
 

2.第二就是次級啤酒。安海斯-布希基在五十年前就創建了布希家族的啤酒。緊隨其后的就是自然光品牌，幾年后，次級啤酒通常會有稍微不同的原料和成本，約有60% -75%的溢價。
 

3.第三、增長最快的部分就是愛喝啤酒麥芽酒的人，那就是飲料市場。安海斯-布希直到1984年才進入麥芽酒階段,發展最快的就是眼鏡王蛇的品牌。緊隨其后的是颶風品牌,于1996年被引入測試市場。最近的繁榮麥芽酒將會成為專業的飲料。隨著1999年Tequiza的引入，安海斯-布希開始利用這股增加趨勢，不斷擴大自己的經營。緊隨其后的是硬檸檬和百銀。這種特種麥芽酒段不斷激增，新手們都試圖趕上安海斯-布希，在過去的四年中競爭者們都在積極的營銷。

4.這段時間也獲得了更大的啤酒市場。這些啤酒釀造在小批量的小啤酒廠中制造。季節性啤酒和風味啤酒通常出現在這些啤酒中。安海斯-布希宣稱這部分股份簽署的啤酒要和Widmer兄弟分銷協議。在過去的幾年里，這類啤酒已經逐漸成為最受歡迎的啤酒,因為他們的可用性，安海斯-布希開始開創更高的質量并且廣泛分布資源。
 

Anheuser Busch is involved in marketing their products around the world.   To narrow this broad topic only the segments in the United States will be assessed.  There are four main segments of beer drinkers, and Anheuser Busch is heavily involved in all four markets.

 

The first and largest market is the premium beer category.  Anheuser Busch leads this segment with its Budweiser and Bud Light products.  Other beer owned by Anheuser Busch in this category includes Bud Ice, and the line of Michelob beers.  Bud Light has become the top selling beer in the United States through extensive marketing and advertising.  

 

The second largest segment is sub-premium beer.  Anheuser Busch covered its bases in this category fifty years ago by creating the Busch family of beer.  This was followed by the Natural Light brand a few years later.  Sub-premium beer usually has slightly different amount of ingredients and costs about 60%-75% of its premium counterparts.

 

The third and fastest growing segment of beer drinkers is the malt liquor beverage market.  Anheuser Busch did not enter the malt liquor segment until 1984 when they introduced their King Cobra brand.  This was followed by the Hurricane brand, which was introduced into test markets in 1996.  The recent boom in the malt liquor segment is due to the specialty flavored beverages.  Anheuser Busch began to capitalize on this segment growth with the introduction of Tequiza in 1999.  This was followed by “Doc’s” Hard Lemonade and Bacardi Silver.  The specialty malt liquor segment has exploded with newcomers trying to catch up with Anheuser Busch in the last four years.  Aggressive marketing campaigns are being used by all contenders in this segment.

 

The microbrew segment is also gaining a larger portion of the beer market.  These beers are brewed at small breweries in small batches.  Seasonal beers and flavored beers are usually featured in this segment of beers.  Anheuser Busch has claimed its stake in this segment by signing equity and distribution agreements with Redhook Ale and Widmer Brothers.  The microbrew beers have become more popular in the past few years because of their availability.  Anheuser Busch pioneered this mass distribution effort with their extensive distribution resources.

 

Anheuser Busch has an extensive product line that delves into every segment in the market.  Brand extensions in the beer market have become the most effective way to introduce a new product.  The level of success the ne3w brands attain is related to the brand awareness that already existed before the new brand was introduced.  Michelob Ultra is a new brand extension of Michelob.  Michelob Ultra is being marketed as a beer that is low in carbohydrates and calories.  This brand already has a high awareness factor.  Anheuser Busch is hoping this new beer will obtain a large market share by bringing over Michelob drinkers as well as concerning health conscious beer drinkers who have been drinking beers from other companies.

 

The intrinsic attribute that Michelob Ultra is low in carbohydrates and calories is important to the growing portion of consumers who are health conscious.  The fact that consumer can associate the new beer with the extrinsic attribute of a recognizable label will further heighten the possibility of trying the new brand.  The taste of Michelob Ultra will ultimately decide its fate, but the pairing of these intrinsic and extrinsic attributes should get this new product off to a good start.

 

Anheuser Busch also relies on the symbolic attributes associated with their products.  The Budweiser Clydesdales marketing campaign has been one of the most successful symbolic marketing campaigns in the country.  These massive and graceful horses are recognized all over the country as a symbol of Budweiser beer.  Sporting events are used to establish experiential associations and symbolic associations as well.  The Busch Series NASCAR races are being used by Anheuser Busch to promote their Busch brands as well as give race fans an experience that they can link back to the beer.  Budweiser sponsors the Dale Earnheart Jr. car in the NASCAR races.  This is done for publicity as well as for the association with a winning tradition of drivers.  The symbolic importance is achieved when people associate winning with Budweiser.

 

Special events, concerts, and sporting events are sponsored by Anheuser Busch to secure that only their beer products will be sold.  This is done in the hopes that people who have a good time at these events will associate the fun time with the experience of drinking certain brand of beer.

 

Anheuser Busch has an extremely large and effective distribution system.  Their distributions process begins with twelve breweries located throughout the United States.  This helps t minimize delivery time and costs.  Delivery time is also important for a quality product, being that the fresher the beer is the better the beer tastes.  After the breweries, the beer goes to over six hundred wholesalers to further distribute their products.  Many wholesalers distribute several different companies’ beer, but over half of Anheuser Busch’s wholesalers only distribute their brands.  The high percentage of wholesalers who only distribute Anheuser Busch brands leads to a distribution channel that resembles vertical marketing systems.  This system gives Anheuser Busch more control over where their beer is sold and the price of the beer.

 

Wholesalers distribute beer to suppliers who sell and deliver the beer to locations where it is sold.  A supplier system is in place which provides businesses who sell their products with a secondary supplier or backup source.  This is done to minimize the risk of stock outs.  Anheuser Busch does not sell beer directly over the internet, but it does have a site where suppliers can view the process of requesting a proposal to distribute their brands.  The majority of the website is devoted to advertising their products.

 

Anheuser Busch has been an innovative leader in advertising or many decades.  Extensive television and radio campaigns put Anheuser Busch as the top spender on advertising in the brewery business.  The Budweiser frogs and the “Whassup?!” campaigns have made for memorable characters and phrasing that can be linked directly back to Anheuser Busch brands.

 

Sales promotions are also done through promotional packaging.  Recently, Michelob brands were being offered in cans promoting a golf theme.  This promotion was begun during the kickoff of golf season.  It was done to remind consumer of the involvement Michelob has had with sponsoring PGA tournaments.  Another example of promotional packaging was evident on the sixteen ounce Budweiser cans that depicted Dale Earnheart Jr. on the can.  This limited edition packaging was available through this past summer and was in full swing during the NASCAR races.