Busch Will Make Its Super Bowl Debut Next Year

Deutsch is creating the spot

Busch will take center stage during the Big Game for the first time next year.

The Anheuser-Busch InBev brand will make its Super Bowl debut at the Feb. 5 game, as the company is looking to highlight its value brand portfolio. Deutsch, which won creative duties for Busch and Busch Light in August, will handle the spot.

“The value segment plays a key role in the beer category—in fact, one in every four beers consumed in the U.S. is a value brand,” said Chelsea Phillips, senior director of value brands at Anheuser-Busch. “Anheuser-Busch is the undisputed leader in this segment, with Busch and Busch Light representing two of the top 10 beer brands in the nation overall.”

Phillips added: “This is an unprecedented move, and signals our investment and belief in the role value brands play to drive growth within our portfolio and the category at large.”

A-B InBev has already increased its media spending for Busch, adding 10 weeks of national TV time last year and upping its out-of-home and digital spending for the brand.

Last year A-B InBev brought its craft-like offering Shock Top to the Super Bowl for the first time.