On Sept. 29, Budweiser will increase brand awareness by giving away free 6 to 12 ounce samples. True, to the average consumer, it seems as those Bud is woven into the fabric of American culture, like Coca-Cola or Depend Adult Undergarments. But, recent company surveys and data collecting are showing the brand’s stock has fallen dramatically over the last decade.
With Budweiser’s sales decreasing at an annual rate of 9%, 2 in 5 American alcohol consumers between the ages of 21 and 27 have never even tasted “The King of Beers.” Not only is this an obviously crucial demographic for capturing brand loyalty, but it’s made up of what the New York Times is referring to as “emerging adults,” or jobless, educated urban-dwelling hipsters who drink a ton of cheap beer. Basically, Budweiser needs the denizens of Williamsburg, Silver Lake and Wicker Park to adopt it as one of their own.
Parent company Anheuser-Busch hopes to give out 500,000 samples of their most famous brew on Wednesday. The event will also mark the beginning of the beer’s new advertising campaign, “Grab Some Buds.” Lord knows those 21-27 year-olds really love puns.