“We constantly look for ways to improve our beers—and our packaging—to make sure they remain the consumer’s number one choice,” says Dan McHugh, senior director, Bud Light Marketing, Anheuser-Busch. “The clear label is a major image enhancement for Bud Light. Extensive research told us it makes Bud Light appear contemporary, fresher, and more sophisticated.”
The clear pressure-sensitive body, neck, and back labels are supplied by Spear, which uses what it calls “proprietary materials and printing processes.” Basically a biaxially oriented polypropylene, the label’s “proprietary” uniqueness is a function of Spear’s expertise in such things as topcoats, adhesives, pasteurizeability, moisture control, caustic removability, recyclability, and laminating technologies. Labeling is done on the filling lines by St. Louis-based A-B. The new packaging will be rolled out at retail outlets this summer. No new label/old label cost comparisons were available.