Dogs are our best friends. But we’ve never been able to connect with them the same way as we connect with our human friends: by sharing an ice-cold beer. We also noticed anytime we posted dog content, it outperformed almost everything else. And with a recent massive growth in dog food, draftLine, the internal creative agency for Anheuser-Busch, saw a new opportunity on the horizon.

We launched Busch Dog Brew and Busch Dog Merchandise as E-COM EXCLUSIVES. We spent zero media and sold out in 6 hours by using organic social and digital media. We sold 34,000 Busch Dog Brews and tons of merchandise. Plus we and earned over 95,000 social mentions and 34,000,000 free media impressions!

On National Dog Day, we released Busch Dog Brew, an alcohol-free bone broth that dogs love as much as humans love Busch. In doing so, Busch didn’t just create the first major “beer” for dogs, they created an entire new drinking occasion. And of course, it came in its own can, so they can experience the same, refreshing sound of a Buschhhhhhh cracking open.

Dogs are our best friends. But we’ve never been able to connect with them the same way as we connect with our human friends: by sharing an ice-cold beer. We also noticed anytime we posted dog content, it outperformed almost everything else. And with a recent massive growth in dog food, draftLine, the internal creative agency for Anheuser-Busch, saw a new opportunity on the horizon.

Busch Dog Brew and Busch Dog Merchandise as E-COM EXCLUSIVES. We spent zero media and sold out in 6 hours by using organic social and digital media. We sold 34,000 Busch Dog Brews and tons of merchandise.

We sold 34,000 Busch Dog Brews and tons of merchandise. Plus we and earned over 95,000 social mentions and 34,000,000 free media impressions!