Two brands of Busch beer on way to local stores

By Shayna Coleon
Advertiser Staff Writer

Anheuser-Busch Inc. is launching a $250,000 campaign to introduce its Busch beer brands in the competitive Hawai'i market starting next week.

Hawai'i is the last state in the nation to get Busch Beer and Busch Light Beer, said Keith Levy, director of marketing, tactical brands, for Anheuser-Busch Inc.

The company has distributed other brands in the state, including the Budweiser, Natural Ice and Michelob lines, but until recently had not believed there was a niche for its Busch brand.

"We found that this is a perfect beer for Hawai'i because people here like light-tasting beer in this warm climate and atmosphere," said Greg Cabanting, marketing manager for Anheuser-Busch Hawai'i Sales Inc.

The company said the state's flat growth and the high competition were drawbacks.

But focus groups in Hawai'i earlier this year, along with many requests for the brand from local consumers and retailers, have prompted the company to launch the campaign, said Damien Bonenfant, president of Anheuser-Busch Hawai'i Sales Inc.

"We see it as a good time, because by bringing in these two brands, it will create excitement in the general beer market here," Bonenfant said.

Nationally, Busch Beer is the fifth top-selling beer and Busch Light is the eighth, Levy said.

In Hawai'i, Anheuser-Busch Hawai'i accounts for 47 percent of the state's beer distribution.

Company officials said they hope Busch brand sales add 2-3 percent to their marketshare over the next couple of years.

The company has 200 employees at distribution centers on O'ahu, the Big Island, Maui and Kaua'i.

The company said the current distribution operation will handle the additional volume, but employees may be added in the future.

The brands will be in supermarkets and convenience stores statewide by Monday, Bonenfant said. The company hopes to have the brands on tap in local bars and restaurants in the next couple of months.