Will Bud Light Lime Cannibalize Bud Light?

With the release of Anheuser-Busch’s new beer, Bud Light Lime, and the great marketing a long with it, sale have been increasing. But is this bad for Bud Light? Bud light has already felt the squeeze from the Bud Light Lime.

From BrewBlog – “Bud Light Lime has sold in stores that account for 77 percent of supermarket sales in its first three weeks, according to beer market analysis by Nielsen.

Bud Light Lime’s volume share stood at 0.9 percent and its dollar share at 1.2 percent in supermarkets during the week ended May 10, according to beer sales statistics from Nielsen.

Miller Chill, meanwhile, continued it build sequentially. Its volume share stood at 0.4 percent and its dollar share at 0.5 percent for the week period.

One question for A-B is to what extent Bud Light Lime will cannibalize Bud Light. Bud Light saw its volume share slip by 0.5 points during the week (it slipped by 0.1 points for the four-week period).

This could be coincidence. But it’s also possible that up to half of Bud Light Lime’s volume came from Bud Light.

Now, Bud Light Lime is a trade up from Bud Light. But it can be problematic for flagship brands if consumers wander away to try something else. Because they can wander farther afield and don’t always return.”

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