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, w

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.

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.

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.

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.

The microbrew segment is also gaining

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