D.C. residents who get thirsty while watching football at home now have the option of a literal “Bud Light Button” to order beer. On Thursday, Anheuser-Busch InBev hopped on the alcohol e-commerce bandwagon (probably pulled by giant Clydesdales) to offer delivery of 12 and 24-packs of Bud Light cans in the District. The service is made possible in part by Web and mobile alcohol delivery startup Klink, which is among the alcohol delivery apps out there helping people to throw a great party without ever going to the liquor store.
Now, beer companies see this as the time to get in on the practice. The Bud Light Button has arrived just a couple of months after MillerCoors teamed up with Klink rival Drizly to offer free delivery of Miller Lite in D.C. and other cities.
The Bud Light Button is a free app on Android, with iOS coming soon. When pushed, you can use it to order delivery within an hour of Bud Light at $19.99 for a 24-pack and $10.99 for a 12-pack. AB InBev claims it stands apart from competitors (presumably meaning Miller) in that there’s a chance for more than just beer to show up at your door.
“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 InBev vice president of consumer connections in a release. “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.”
The button (and whatever surprises accompany it) are definitely aimed at helping Bud Light get more 20-somethings to buy its beer at a time when craft beer is eating up its market share by appealing to the popularity of delivery apps. The e-commerce arena is one that it can compete in much more readily than smaller brewers, so it’s likely that the new button is not the last step for AB InBev, which previously did an “order by tweet” event with the Miami Dolphins.
Working with Klink, which has a history of carefully ensuring its services are legal where it operates, is a good way for the giant beer company to make sure it isn’t breaking the law with its new offerings. And it adds another battlefield to the alcohol delivery competition in D.C. But both Miller Lite and Bud Light will have to see if they can win out by delivery over local favorites.
Check out the kind of party Bud Light is suggesting you might get if you tap its button in the video below.