Anheuser-Busch test-launches Bud Light Button
App allows consumers to order cases of beer for delivery with touch of a button
St. Louis-based Anheuser-Busch (AB) is bringing consumers a new way to order and enjoy Bud Light with its Bud Light Button beer delivery app, which it currently is test-launching in the Washington, D.C., market. When using the app, consumers of legal drinking age can order Bud Light with the touch of a button, and they might even have an “Up for Whatever” experience accompany the special deliveries made through the app.
"Some people will get just a little something extra, like Bud Light-branded gear, but once in a while, we're going to deliver a really over-the-top, amazing experiences," said Lucas Herscovici, AB vice president of consumer connections, in a statement. "Maybe that means we show up with a DJ who turns your gathering of friends into an amazing event. The only way to find out for sure what we're going to do is to grab your phone and use the Bud Light Button."
Bud Light partnered with its digital innovation agency of record, AKQA, and platform provider, Klink, to create the unique service, which it hopes will separate the brand from its competitors by delivering both beer and "Up for Whatever" Bud Light experiences.
"Anheuser-Busch always pushes the boundaries in developing services that enable spontaneous fun through 'Up for Whatever' experiences," said Stephen Clements, executive creative director for AKQA, in a statement. "We're delighted to partner with Anheuser-Busch to bring a fresh, new way to enjoy Bud Light to market."
The Bud Light Button app currently is available on the Android platform, and an iOS version is expected to be available soon. Once installed, users can scan their credit card for easy repeat purchase. The app then tracks the user's current location, so ordering is as simple as tapping the button. Consumers can order between 1 to 100 cases of beer and get it delivered in less than an hour by Klink, a new alcohol delivery app that utilizes independent retailers to fulfill deliveries.
To learn more about The Bud Light Button, watch the below video: