Britain's hip, young iPhone generation is the lucrative target audience for AB InBev's latest lager launch Budweiser 66. The beer giant revealed the new product exclusively to The Grocer this week and claimed Budweiser 66 or Bud 66 would become the biggest-selling beer innovation of 2010 after it hits shelves at the end of August. The brewer said the 4% abv lager was named after the vat number selected for the new brand, adding that it expected drinkers to also associate the name with the American image of Route 66. AB InBev has made the lager sweeter and less carbonated than standard lagers, claiming the target audience of "brand-savvy" 20 to 30-year-olds wanted an easy-to-drink lager that didn't leave them feeling bloated. Bud 66 would tempt them back to lager from cider and spirits, it predicted. Available in 300ml bottles and 500ml can multi-packs, Bud 66 would be priced roughly 10% to 15% higher than other 4% lagers, including stablemates Becks Vier and Stella 4.
