Anheuser-Busch InBev has updated the packaging for Cutwater Spirits as the RTD brand kicks off a US-wide marketing activation.
The revamp applies across the whole range of spirits-based premixes and rolls out across the country in the coming weeks. The brand, acquired by the US division of the group four years ago, will benefit from a larger logo as well as flavour cues, while the ABV will appear “front and centre”.
Coinciding with the refresh is ‘Open the Bar’, a campaign that will run on digital video platforms, “connected TV and on Cutwater Spirits’ Social Media channels. The push, which will be backed by off-premise POS, will feature three ads, ‘Après Ski’, ‘Beach’ and ‘At-Home Entertaining’.
Earlier this week, AB InBev confirmed to Global Drinks Intel the appointment of a global head of innovation for its ‘beyond beer’ division, which includes Cutwater. Davin Nugent, formerly of White Claw hard seltzer owner Mark Anthony Brands, has just started in the newly-created role.
