• USA Today, Wednesday, September 22, 2010 9:54 AM

Bruce Horovitz reports that Budweiser is announcing today a national free-sample effort that kicks off in trendy establishments next Monday in an effort to entice the elusive -- at least to it -- under-30 imbiber. The campaign carries the slogan "Grab Some Buds."

The big day in the campaign, Sept. 29, will feature "Budweiser National Happy Hour." Free samples -- ranging from 6 to 12 ounces depending on local laws -- will be available to anyone over 21. Bud expects to give away 500,000 samples through October and is partnering with Facebook to give a brew to folks turning upwards of 22 (and presumably downwards of something else on that side of decrepitude).

Bud's unit sales were down 9% last year and about the same this year, says Beverage Marketing Corp., and loyalty has been ebbing for seven years, according to Brand Keys. "Brands can come back," asserts A-B president Dave Peacock. "Consumers have a high awareness of the brand, but some haven't tried it in a long time."

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