A-B Chief on Bud Light NEXT, Mexican Imports, and the Incrementality of Spirits RTDs

Dear Client: BBD readers know that Bud Light NEXT, A-B's giant big bet launch for this year, has been 10 years in the making, to nail the zero carb proposition (that's also 80 calories, 4% ABV). But new A-B CEO Brendan Whitworth gave our Beer Summit audience a new insight into the brand's development. For starters -- it wasn't always earmarked for brand Bud Light.  "When we tested it with consumers," they thought it was a "no brainer for Michelob