category - SABMiller
category - SABMiller
category - SABMiller
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ABI has unsuccessfully used a line extension<br />
strategy in an attempt to grow the Budweiser Franchise<br />
Despite launching 5 new brands, the Bud Family has seen its volume decline since 2004<br />
(-5.4M bbls/ -74.4M cases/ -7.8%) – Annual bbls (000)<br />
75,000<br />
65,000<br />
55,000<br />
45,000<br />
35,000<br />
Select 55<br />
Bud Light Golden Wheat<br />
Bud Ice Light<br />
Bud Dry<br />
Bud/Light Clamato<br />
Bud Ice<br />
Bud Select<br />
Bud Light Lime<br />
Budweiser<br />
Bud Light<br />
25,000<br />
15,000<br />
2004 2005 2006 2007 2008 2009 2010<br />
Source: Beer Marketer’s Insights and internal estimates
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