Spiked seltzer is a billion-dollar industry. Sales of hard seltzer surged by nearly 200% in 2019 compared to the previous year, according to Nielsen.
White Claw is the industry leader, commanding 58% of spiked seltzer sales. Now, Bud Light is making its move.
To support this product launch, Bud Light located the hamlet of Seltzer, Pennsylvania on the map and decided to base the campaign on the idea that the town’s Mayor and residents are spokespersons.
According to Wikipedia, Anheuser-Busch donated $15,000 to the real Seltzer fire company and threw a launch party in Seltzer.
Real Small Town. Real New Product.
Fake Mayor. False enthusiasm.
Thankfully, Sherrif Woodstack is on duty.
Are you confused yet? Bud Light has four new flavors of hard seltzer: black cherry, lemon-lime, strawberry, and mango. It’s not beer, but it is low-calorie alcohol for people who want to drink Bud Light but not beer.
Maybe the local barkeep can explain it better…
Still, the questions linger. Why is there a call center inside a bar? Are the town’s residents raising money for a cause? Or is the cause simply to clear up any confusion around Bud Light Seltzer?