Bud Lite Seltzer: A strategic sub-line extension EMBRYO CASE

As beer consumption continued to decrease in the United States large beer brands, like Bud Light, saw their sales and market share drastically fall over the past several years. Americans have started to drink less beer and have shifted their consumer preferences to wine, spirits and alcohol-infused seltzer, cider, kombucha and other potent potables. (Wood, 2020) How can Bud Light reposition themselves in the market and reignite interest in their brand in order to continue to grow?