Beer made with snow released by AB InBev
AB InBev has made a beer made with snow from New York’s Highmark Stadium as part of its sponsorship of NFL team Buffalo Bills.
The limited edition beer, named Bud Light Blizzard Brew, “celebrates the great lengths Bills fans will go for one of the NFL’s greatest traditions,” the company said, noting that this season is the last for the Buffalo Bills at the stadium.
Made with snow
The snow used in the brew was gathered from the first snowfall at Highmark Stadium earlier this season. It was then transported to the Anheuser-Busch brewery in Baldwinsville, New York. The brewery team then integrated the snow into the brewing process to create a limited-edition beer sold in custom 16oz cans.
In a bid to grow new sales in the brand, AB InBev’s Bud Light teamed up with the National Football League (NFL) last year.
Partner Content
The deal then included a campaign called Easy to Sunday which included TV and digital advertising, and ran during the traditional NFL season in autumn and winter throughout 2024-2025. This deal has since been extended, now featuring this new release.
Last year, AB InBev saw its profit increase 10.2% in the second quarter of 2024 despite total sales toppling 0.8% as beer volumes continued to tumble.
Perseverance
In the US, revenues dipped 0.6% and “sales to wholesalers declined by 2.7% and sales to retailers were down by 4.1%” where the boycott for Bud Light the previous year had already knocked the beer brand from its top spot. Added to this, data from a recent Beer Marketers; Insight (BMI) report identified how Americans are drinking the lowest amount of beer since the 1990s.
Despite headwinds, AB InBev continues to thrive and has said that the release of Bud Light Blizzard Brew will be available at select retailers in the Buffalo area and fan gathering spots this month.
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