Budweiser introduces twist-off caps in UK


Budweiser Twist Off

AB InBev UK has introduced Budweiser with twist-off caps in the UK to eliminate the need for bottle openers.

Available across the on- and off-trade, the change will make it easier to serve the beer in bars, pubs and clubs and open up new occasions for the brand’s target market, including festivals, barbecues and outdoor events.

Said to be the first of the major brands in the UK to introduce twist-off caps, it has been inspired by Budweiser’s American heritage where twist-offs have been an iconic feature of the product for decades.

Aina Fuller, senior brand manager for the UK and Ireland for Budweiser, said: “This is so much more than a packaging innovation for Budweiser – never again will consumers have to search high and low for a bottle opener, or battle to open bottles with their teeth.

“We’re proud to continue to lead the category in the UK by being the first major beer brand to bring twist-off caps to British consumers, ensuring they now never have to miss a minute of the action – like a goal in an exciting football match.

“We believe Budweiser Twist-Offs will position our brand as the only beer to enjoy during key occasions for our audience, across on- and off-trade.”

The launch of Budweiser Twist-Offs will be supported by a multimillion-pound campaign, comprising TV advertising, digital advertising, PR, social media, and in-store activations. It is being supported by a range of promotions plus new packaging that will communicate the twist-off “serving ritual” to consumers.

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