With Volume Surging, A-B’s Cutwater Debuts New Campaign And Packaging
February 23, 2023Spirits-based cocktail brand Cutwater, one of Anheuser-Busch’s “Beyond Beer” labels, is introducing a new campaign and packaging, after soaring by an estimated 36% to more than 2.6 million cases in the U.S. last year, according to Impact Databank. The three creative spots developed by AKQA and directed by Italian artist duo Mathery—“Après Ski,” “Beach,” and “At-Home Entertaining”—all center on key Cutwater drinking occasions.
The brand’s new packaging is characterized by bold colors and illustrations to showcase flavors and cocktail graphics, with the abv displayed front and center. The new campaign and package design will be featured across social channels, connected TV, premium digital video platforms, and retail. Vice president of marketing Chad Lafeldt said the moves underscore the brand’s message that Cutwater allows consumers “to enjoy bar-quality cocktails in occasions that were otherwise reserved for other beverages, bringing the best of the bar where they are.”—Daniel Marsteller
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