Busch Packaging Redesign Hits the NASCAR Track

Usually, the first place consumers catch a glimpse of a popular brand’s new packaging design is on a store shelf. But to continue the momentum from its Super Bowl commercial, Busch beer’s new nature-themed look made its debut on a NASCAR track at Sunday’s Advance Auto Parts Clash at Daytona.

Kevin Harvick's No. 4 Ford featuring a paint job consistent with Busch's new packaging. Photo via Anheuser-Busch.

The Clash, held at the famed Daytona International Speedway, was the inaugural race for the 2017 Monster Energy NASCAR Cup Series. According to a press release from Anheuser-Busch, the new Busch packaging is expected to hit shelves by early April, but Kevin Harvick’s No. 4 Ford featured some new paint in the new Busch style.

According to a statement by Chelsea Phillips, Anheuser-Busch’s senior director of value brands, the new “mountain stream” packaging and NASCAR paint job combine two of the Busch brand’s strongest associations – the outdoors and auto racing.

The release states that Busch will be the primary sponsor of the Stewart-Haas Racing No. 4 team for 16 total races during the season.

Packaging Perspective: There’s a reason brands are so eager to have their logos emblazoned onto the race cars that circle NASCAR’s tracks during the racing season. According to a Nielsen Sports report from 2015, which cites research from SponsorLink and Repucom, NASCAR fans are the most brand loyal of American sports fans toward sponsor brands, with seven out of 10 fans stating they are loyal to a brand that sponsors NASCAR.

So, while it’s safe to say Kevin Harvick fans would be more likely to lean toward Busch as their beer of choice on race day even without the new look, incorporating the new packaging onto a top driver’s car is a great way to reach one of Busch’s key target demographics. The light blue color scheme in the new packaging should also help the No. 4 car visually stand out during races. And with Miller Lite as the only other beer brand listed as a driver sponsor for the 2017 season, the new look should help Busch's visibility even further.

Busch's new packaging will be consistent across the brand's portfolio. Photo via Anheuser-Busch.

The value brand beer market is a crowded one, with brands pushing similar products at comparable prices. Gaining market share in a specific demographic is key to ensuring those consumers choose your product over another. If Busch is able to corner outdoors enthusiasts and a large chunk of NASCAR fans with its packaging refresh, it should help it remain competitive in such a congested market.