Anheuser launching Bacardi 03 this month

Modern Brewery Age, March 10, 2003

Anheuser-Busch Cos. Inc. plans to launch a new Bacardi Silver product to its lineup next month, about a year after it successfully of the lead brand. The new drink, called Bacardi Silver 03, will have the flavors of mandarin, tangerine and Valencia oranges, and be sold in 12-ounce and 22-ounce bottles. Anheuser-Busch spent $25.6 million promoting Bacardi Silver last summer.

When the brewery launched Bacardi Silver, it targeted a $60 million marketing budget. A marketing budget for Bacardi Silver O3 was not disclosed.

"We are very excited to build on the success of Bacardi Silver and introduce 'O3' to contemporary adults across the country on March 3," said Marlene Coulis, director, new products, Anheuser-Busch, Inc. "We've developed a product mat is sure to satisfy the growing tastes consumers are searching for, and increase our share of the competitive FAB landscape."

Bacardi Silver O3 is produced, marketed and exclusively distributed by Anheuser-Busch. However, Coulis said that Anheuser-Busch and Bacardi worked together for Anheuser-Busch to formulate the product.

"We're proud to continue our trademark relationship with Anheuser-Busch on another high-quality flavored alcohol beverage," said Marcos Perez, Vice President, Bacardi Beverage Company. "We believe Bacardi Silver O3 capitalizes on the strengths of Anheuser-Busch and the Bacardi trademarks."

New television creative will support the launch of the Bacardi Silver O3, and media, sales promotional items and merchandising materials will support the brand. Silver O3 is available in six- and 12-packs of clear, high-shouldered 12-oz. bottles, and in a 22-oz. bottle with applied plastic label.

Anheuser-Busch said the brand's suggested pricing is "at a premium to other flavored malt beverages. Bacardi Silver O3 is 5% alcohol by volume and is bottled at Anheuser-Busch's Baldwinsville, N.Y., brewery.