Budweiser launches beer tracking
11 June, 2012
Budweiser has set up a new website to allow customers to trace their journey of their beer through every step of the brewing process.
The ‘Track Your Bud’ initiative is an industry first, the brewing giant claims—and a clever marketing move to reinforce its brand and reputation for quality. It asks customers to enter the ‘Born on’ codes that are printed on Budweiser bottle labels and cans, which then individualizes stories that track the making of the beer over nearly a month.
The website has additional material including stories about the people who brew the beer. The website is tailored for the UK, with a similar but separate ones operating in the US—where it first launched in February—and Canada. It is also integrated with Facebook so people can view the progress of their beer in their timelines.
Hugo Anderson, global brands brewmaster for Budweiser in western Europe, said: “It has been a great to devise a way to highlight Budweiser’s supreme quality. Track Your Bud gives consumers a chance to really understand the immense effort, quality brewing process, care and attention that goes into ensuring that every single Budweiser is brewed to the highest possible standard. With Track Your Bud consumers can now learn about and share Budweiser’s heritage and enjoy the story that exists in every bottle, can and pint.”