Bud Light Seltzer Driving U.S. Results

Dear Client: How was A-B able to keep U.S. market share flat, “the best result in memory," per one analyst, despite the seltzer category’s rocketship trends in the quarter?  The answer: Bud Light Seltzer. Well, and Mich Ultra, and mainstream performing much better (although Bud Light is still losing total beer share in scan data). Chief Carlos Brito credited the commercial strategy that US chief Michel Doukeris put into place two years ago.  But really, it boils down to three