Bud Dry expands on-premise promos - Anheuser-Busch Companies Inc

Modern Brewery Age, June 3, 1991

Bud Dry expands on-premise promos

Bud Dry Draft, expanding on its targeting of contemporary adult on-premise accounts, has introduced the new "Why's Guys" promotion, a new sampling program designed to further increase consumer recognition of the brand in bars and restaurants throughout the country.

The "Why's Guys" are male and female representatives for the product who make "Try Bud Dry" a personal request by entering various on-premise accounts, distributing Bud Dry promotional items and encouraging consumers to sample the brand in hopes of building greater brand loyalty.

"It's a new variation on the trade call routine," said August Busch IV, Bud Dry senior brand manager, Anheuser-Busch, Inc. "The |Why's Guys' are ambassadors for the brand, and will be highly visible during account calls, asking patrons to sample Bud Dry Draft and experience a whole new world of beer-drinking taste."

The promotion is an extension of the "Why Ask Why" advertising campaign, which broke in September 1990 and was named last year's "Best Beer Campaign of the Year" by the American Bartenders Assn.

The campaign will be supported by a wide line of brand merchandise, featuring the "Why's Guys" logo, Busch said.

PHOTO : "WHY'S GUYS," Bud Dry's new promotion to expand on-premise sales, will feature men an women who travel to popular restaurants and taverns throughout the country and encourage consumers to try Bud Dry.