Bud

Anheuser Busch has claimed its stake in this segment by signing equity and distribution agreements with Redhook Ale and Widmer Brothers. The microbrew beers have become more popular in the past few years because of their availability. Anheuser Busch pioneered this mass distribution effort with their extensive distribution resources.
             Anheuser Busch has an extensive product line that delves into every segment in the market. Brand extensions in the beer market have become the most effective way to introduce a new product. The level of success the ne3w brands attain is related to the brand awareness that already existed before the new brand was introduced. Michelob Ultra is a new brand extension of Michelob. Michelob Ultra is being marketed as a beer that is low in carbohydrates and calories. This brand already has a high awareness factor. Anheuser Busch is hoping this new beer will obtain a large market share by bringing over Michelob drinkers as well as concerning health conscious beer drinkers who have been drinking beers from other companies.
             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.
             Anheuser Busch also relies on the symbolic attributes associated with their products. The Budweiser Clydesdales marketing campaign has been one of the most successful symbolic marketing campaigns in the country. These massive and graceful horses are recognized all over the country as a symbol of Budweiser beer. Sporting events are used to establish experiential associations and symbolic associations as well.