Budweiser, the world’s largest brewer, has another competitive weapon in the Chinese market for this summer. July 14, Budweiser held a new product release event and announced the launching of its well-known high-end beer brand Bud Light in China. The event was broadcast live through Tencent platform, which attracted 6 million people including offline and online.
At present, Budweiser has more than 500 beer brands worldwide and more than 20 brands in the Chinese market. Bud Light and Budweiser remain the world’s most valuable beer brands. When Budweiser entered China 25 years ago, Guangdong province was the first region that Budweiser initially developed in China. Once again, Budweiser started from Guangdong to launch Bud Light. The largest beer production base of Budweiser in the world is in Foshan city, Guangdong province, and Shenzhen is the city with the highest sales volume of Budweiser in the world. It is not surprising that Guangdong is a significant region for Budweiser.
China’s beer market is ushering in an unprecedented revolution. Chinese consumers’ demand for beer has shifted from price to taste. The beer market structure with the concept of medium and high-end and personalization will be gradually formed. “Generation Z has become our main customers; we have been exploring and studying generation Z through big data to better understand their habits and preferences. We also created a lifestyle image for our brand through our rich product portfolio and marketing activities, such as combining it with E-sports, ” said Mr. Yang Ke, CEO of Budweiser Asia-Pacific. There are several interesting cooperation initiatives between Budweiser and Tencent. For instance, a mini-program called Budweiser Space Station on WeChat, is like a membership platform; if consumers buy Budweriser’s products, they can collect credits, that later on can be exchanged with gifts.
As the COVID has changed the way people consume beer, Budweiser China also has shifted its resources to O2O, e-commerce, community, and other channels. We have mentioned that Budweiser to build a new brewery in China to ramp up its production capacity. “China is our most important market and we are trying to seize opportunities such as new consumption trends. We are confident in the recovery of the Chinese market and will continue to increase investment in China,” said Mr. Yang Ke.