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Bud Light Will Become First Beer to Display Ingredients List

What's On Tap: MillerCoors appoints first female chief marketer; Heineken debuts new products
Bud Light ingredients label
Photograph courtesy of Budweiser

Anheuser-Busch is bringing transparency to its Bud Light brand with the addition of on-pack serving facts and an ingredients label.

The beer will be the first in the country to include such nutrition facts when it hits shelves in February, the brand said. In addition to ingredients, the label will list serving size, calories, total fat, saturated fat, trans fat, carbohydrates, sugars and protein.

Andy Goeler, VP of marketing for Bud Light, said that while ingredients labels are not required on beer packaging, “consumers deserve to know more about their beer.”

“When people walk through a store, they are used to seeing ingredient labels on products in every aisle, except for the beer, wine and spirits aisle,” he said. “As the lead brand in the category, we believe increasing on-pack transparency will benefit the entire beer category and provide our consumers with the information they expect to see.”

MillerCoors Names First Female Chief Marketing Officer 

Kraft Heinz executive Michelle St. Jacques has been appointed as MillerCoors' first female chief marketing officer. 

St. Jacques, who most recently was SVP and global head of brands and capabilities for Kraft Heinz, takes over the role from David Kroll, who departed over the summer. 

michelle st jacques
Michelle St. Jacques photograph courtesy of MillerCoors

“Michelle has been a rising star over the past several years, and her record of success with generations-old brands will serve us well,” MillerCoors CEO Gavin Hattersley said in a note to employees. “As consumers continue to demand more from the brands they support, no one is better suited to take on that challenge than Michelle.”

At Kraft Heinz, St. Jacques oversaw multiyear growth and led creative campaigns and brand-building efforts across many of the company's portfolio of brands. She also previously held a variety of leadership roles at Unilever, including leading global efforts for Dove Body Care and the skin and deodorants portfolio in Canada. She was named as one of 20 Rising Brand Stars in Chicago in 2017 by Adweek. 

St. Jacques' appointment is part of MillerCoors' restructuring plan and initiative to up advertising investments as it works to get its business "back on track,” as CEO Gavin Hattersley put it in a statement last month.

Heineken USA Debuts Two New Products, Continues Soccer Promotions

Heineken is moving into the alcohol-free malt beverage space with the launch of Heineken 0.0. 

With only 69 calories per bottle, the drink sports a blue label instead of Heineken's typical green to represent the alcohol-free category and is available in six-pack cans and bottles. 

heineken bottle
Photograph courtesy of Heineken

“For the U.S., the time has come for an innovation that disrupts the category and offers a new take on how people drink and enjoy beer,” said Jonnie Cahill, chief marketing officer for Heineken USA. “Heineken 0.0 brings for the first time a truly incredible beer taste to the nonalcohol space and opens a world of opportunity for people.”

Meanwhile, the Tecate brand has come out with a higher-than-average ABV beer called Tecate Titanium. The 7.5% ABV brew is available in single-serve 24-ounce cans and provides the company with an “opportunity to further expand the fast-growing Mexican category with a unique high ABV option,” said Belen Pamukoff, Tecate brand director.

Pamukoff pointed out that Hispanic c-store shoppers are currently underserved by existing high ABV options and, as such, spend 30% less in the segment when compared with the average shopper.

“We see a gap in the market where most of the high ABV options are nonbeers, inferior beers or hoppy craft beers. Titanium is bold, but it’s also highly refreshing,” Pamukoff said.

Additionally, the beer giant is offering retailers a unique opportunity to pull at the heartstrings of soccer lovers as it continues its partnership with the UEFA Champions League and Major League Soccer. 

Heineken’s fully integrated, 360-degree retail and on-premise “We Are Soccer. We Are Heineken program includes digital platform engagement to maximize awareness and drive customers to the beer aisle. The promotion will also include cross-merchandising opportunities with Pringles and Cheez-It to encourage impulse buys.

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