Bud Light boasts superior ‘drinkability;’ takes on Miller Lite

CHICAGO Anheuser-Busch has launched a new tagline for its classic light beer, Bud Light: “The difference is drinkability,” the company has said.

A-B is putting $50 million behind its new campaign and touting Bud Light just in time for football season. The campaign is aimed at Bud Light fans and will run through fall and winter until the first quarter of 2009. New impressions will be released around Super Bowl, the company has said.

The “drinkability” tag challenges Miller Lite’s catchphrase, “The world’s most refreshing beer.”

So far, A-B’s numbers have been good following its merger with European beverage giant InBev. Bud Light’s sales increased 2 percent across drug and mass outlets, excluding Wal-Mart, according to data released by Chicago-based market research company, Information Resources Inc.