Download this free, 104-page Labeling Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid.  Learn more >>
Article |

Michelob's teardrop bottle to be replaced

After testing on specialty Michelob brands, a new slope-shouldered longneck bottle will be introduced for Anheuser-Busch’s super-premium Michelob and Michelob Light beers.
Print Reprint
FILED IN:  Package Component  > Label
     

The new bottle rolls out nationwide this month replacing the teardrop-shaped bottle that has been the brand’s signature for 41 years.

“Rolling out new packaging is an exciting step for the Michelob brands” says Dave Peacock vice president high-end brands for St. Louis-based A-B. “The response from consumers of our specialty beers in this bottle has been very positive. And by having the new packaging available this fall we will be able to capitalize on the holiday selling season which is always an important period for the Michelob family.”

The new label redesign includes the words “All Imported Hops” along the top of the oval even though the 109-year-old brand has always used imported hops.

The change helps Michelob appeal to a new younger audience. “The high-end segment of the beer business has begun to attract more 21- to 27-year-old consumers” Peacock says. “Our new packaging will enhance our brands’ appeal to this audience.” Packaging World was unable to learn more about the bottle or the graphic changes by press time. —AO

Comments(1)

Comments

I have been drinking and collecting Michelob Light beer for over 45 years and your marketing changes have been very exciting. Thank you for continuing your expert selection of bottle and label updates for our future generations.

Add new comment

ADVERTISEMENT
E-BOOK SPECIAL REPORT
42 Best Package Designs
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!
x

Newsletters

Don't miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
GENERAL INTEREST
PACKAGE DESIGN/DEVELOPMENT
Each newsletter ranges in frequency from once per month to a few times per month at most.