• Brandweek, Monday, January 29, 2007 11:45 AM

In an effort to bring Michelob closer to its original roots and target--28 to 54-year-old drinkers--Anheuser-Busch is introducing new bottles and secondary packing for Michelob Lager, Light and AmberBock.

A new embossed teardrop bottle is intended to give Michelob a "worth more" look as it tries to stay in the super premium niche among imports and specialty brews.

The relaunch next month--to be supported by TV, print, radio and outdoor--will also flag the reformulation of Michelob and Michelob Light to all-malt brews. The brew, long dubbed as "a beer for connoisseurs," has been made with imported hops, a high percentage of two-row barley malt and adjuncts like rice and corn. Those adjuncts will be gone from the new recipes.

With the exception of Michelob Ultra Amber, the Michelob family has been sliding. Michelob Light dropped 9.8% from 2005 to 2006, Michelob Lager is down 16.3% and Michelob AmberBock slipped 2.4%, according to IRI.

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