Exclusive: Anheuser-Busch Puts Cocktails in a Box

Last year, 55% of the alcohol company's net sales growth came from new products

Anheuser-Busch’s latest innovation is the result of some inside-the-box thinking.

Although still in a pilot phase, Boxology Cocktails—a name meant to convey mixology in a box—is a single product that contains 10 servings of ready-to-drink rum punch and mai tai (20 servings total). Both options have 12% alcohol by volume.

The idea is that while people enjoy drinking cocktails at home, they aren’t always fond of all the work that goes into making them. Buying a box filled with two readymade drinks costs less, and there’s less mess to clean up, too—especially handy for individuals hosting friends.

“The name of the game is convenience,” Marcel Marcondes, chief marketing officer at Anheuser-Busch, told Adweek.

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