- Bud Light is introducing a new player to the Internet of Things: the Bud-E Fridge, a WiFi-connected beer refrigerator that sends consumers an app alert when the beer supply is running low, in addition to a digital counter on the device.
- Tying into e-commerce, Bud Light has a partnership with Saucey, an alcohol delivery service, whose app will be linked to a push notification when a predetermined limit of beers in the fridge is reached, though there's no automated ordering involved.
- Bud Light has also coordinated the Bud-E Fridge with its marketing partnerships with sports teams by having the app notify fans when their chosen NFL and NHL teams are playing so that fans receive notifications leading up to the game to ensure their beer supply is topped off.
Brands are looking for new ways to use high-tech marketing innovations to attract today's consumers, and employing the Internet of Things is one way for brands to enter consumers' homes and smartphones to make a brand's presence more visible.
This marketing innovation comes at a critical time for domestic light beer brands like Bud Light, which are losing sales volume and market share as the craft beer industry continues to grow. Bud Light, along with Budweiser, saw decreased sales in the low single digits in the second quarter, while first quarter 2015 sales of craft beers increased by 16%.