The beer brand's Naturdays lager leverages demands of a new generation alongside wellness trends to make a beverage for non-beer drinkers

Beverages  from startups and direct-to-consumer retailers are a trendy alternative to legacy players, who are often left trying to keep up with the hype. With Naturdays, a strawberry-lemonade flavored derivative of value brand Natural Light, maker Anheuser-Busch looks to combine powerful name recognition with a hip, millennial-friendly design. 

The Instagrammable and very pink can is meant to engage new consumers—particularly young, female ones. With a millennial-tailored marketing campaign, the retailer asks drinkers to share “#Naturdays” stories on social media, incentivized with the possibility of having it reposted by Natural Light.

“Naturdays is our effort to bring more variety to that consumer with an innovative economy beer that’s filling a gap in that segment,” said Daniel Blake, senior director of value brands for Anheuser-Busch.  “We think it’s something our core audience will be really excited about and simultaneously will bring new consumers into the Natural Light family of brands.”

From CBD-infused lattes to “skinny” liquors, adult beverage alternatives are increasingly focused on health. At 4.2 AbV and 132 calories per 12 oz,  Naturdays is angling to keep the attention of a wellness-focused consumer base.

Naturdays

Anheuser-Busch


Lead image: stock photos from DisobeyArt/Shutterstock

Beverages  from startups and direct-to-consumer retailers are a trendy alternative to legacy players, who are often left trying to keep up with the hype. With Naturdays, a strawberry-lemonade flavored derivative of value brand Natural Light, maker Anheuser-Busch looks to combine powerful name recognition with a hip, millennial-friendly design. 

The Instagrammable and very pink can is meant to engage new consumers—particularly young, female ones. With a millennial-tailored marketing campaign, the retailer asks drinkers to share “#Naturdays” stories on social media, incentivized with the possibility of having it reposted by Natural Light.