AB InBev focuses on innovation and targets new consumers
The Natural Light brand enters the vodka category from Anheuser-Busch InBev. A brand that until recently was released only for beer. Now, this brand makes its debut in vodka by launching three codes: Lemonade, Strawberry-Lemonade and Black Cherry-Lemonade. The new vodka has an alcohol content of 30% when the classic vodka has 40% while it also shows reduced calories.
Through this release, AB InBev aims to take advantage of the increased demand for flavored vodka, while taking advantage of the impact of this brand which was released in the US market in 1977.
It is worth noting that the category of flavored vodka is one of the fastest growing in the world of alcoholic beverages in recent years.