Bud launches Facebook beer buying
Anheuser-Busch and Facebook have teamed up to allow consumers to “buy a bud a Bud” through the social media site.
Currently on trial in the US cities of Chicago and Denver, the companies are behind two new programs expected to be rolled out across the States next year.
The Buds for Buds program lets consumers buy a friend a Budweiser, while the Bud Light Birthday promotion lets users earn a friend a free Bud Light on their birthday – all through Facebook posts.
Recipients redeem an online voucher at a participating bar or restaurant, showing their ID to prove they are of drinking age.
To get their gifted beer, they just click on the news feed post that was sent to them by the sender, who will have paid for it already by entering their credit card details before sending.
Speaking to USA Today, Anheuser Busch vice president of consumer connections Lucas Herscovici said, “The program was born of Anheuser Busch’s desire to remain relevant with millennial consumers of legal drinking age – and strengthen our position as the perfect beer for connecting with friends around any occasion.”
“By leading the way in offering consumers the ability to send their friends a beer on the internet, we give them yet another reason to consider our beer brands,” he continued.
Ads for the program will only be shown to Facebook users 21 or older, with online food and beverage gift service Gratafy being behind the purchase and redemption process.