Press Releases

March 5, 2024

Reel Love: Busch Light and Plenty of Fish Team Up to Celebrate Fishing Fanatics

Reel Love: Busch Light and Plenty of Fish Team Up to Celebrate Fishing Fanatics

Ahead of Spring Fishing Season, Busch Light Debuts Partnership Alongside of New Fishing Can Designs

New York, NY – March 5, 2024 – As the beer brewed for the great outdoors, Busch Light is teaming up with dating app Plenty of Fish to bring its fish-loving 21+ fans together with today’s launch of the Fish Pic Badge, which members can add to their profiles to celebrate and connect over their shared love of fishing. 

The launch of the Fish Pic Badge coincides with the annual release of Busch Light's limited edition Fishing Cans, and the partnership serves as a moment to celebrate anglers who are casting their lines in the world of online dating and share a love of the great outdoors. While fish pics have gotten a bad rap over the years, a recent Plenty of Fish survey of more than 12,000 US-based members revealed that nearly 25% are actually more likely to message someone if their profile features a fish pic. 

“Just like our fans, we’re passionate about the great outdoors, and there's no denying that the best way to enjoy spring fishing season is with a rod in one hand and a cold, smooth Busch Light in the other,” said Krystyn Stowe, Head of Marketing Busch Family & Natural Family at Anheuser-Busch. “It’s all for the love of fish lovers! We hope to see our fans out by the lake soon with their perfect catch.” 

From Tuesday, March 5 through March 24, US-based 21+ Plenty of Fish singles who use the Fish Pic Badge have the chance to win the ultimate fish lovers prize bundle. To enter, users have to upload a screenshot of their profile with the Fish Pic Badge noticeably visible to, plus those with a profile picture featuring themselves holding a fish will receive a second bonus entry! 

According to new research from the Outdoor Industry Association, 54.5 million Americans have engaged in fishing activities in the last few years. With fishing surging in popularity across the country, fish pics are bound to be on singles’ dating profiles as they look for their perfect catch.  

“Our research reveals that the majority of singles (67%) enjoy fishing, and 70% would like to go fishing on a date,” said Shannon Smith, PR Director, Plenty of Fish. “Our partnership with Busch Light and the launch of the Fish Pic Badge supports our brand ethos of being a more welcoming place to date, while also providing our outdoor-activity loving singles a chance to find meaningful connections over shared interests.” 

With a storied history of fan-favorite fishing designs, Busch Light is back to tackle fishing season once again with its 2024 limited-edition cans featuring four new fish: the catfish, white crappie, mahi mahi and spotted bass. 

Busch Light prides itself on being as cold and smooth as a mountain stream and has urged its fans to “Head to the Mountains” since its iconic jingle debuted in 1979. Whether spending a day by the lake or stream, Busch Light Fishing cans serve as the perfect companion, especially for the fans out there who are searching for their next reel partner. 

For additional information on the Fish Pic Badge and the specialty Busch Light Fishing cans, 21+ fans can stay up to date by following @BuschBeer on Facebook, Twitter and Instagram.    

BUSCH LIGHT & PLENTY OF FISH SWEEPSTAKES. NO PURCHASE NECESSARY. Open to US residents 21+. Begins on 3/5/24 and ends on 3/24/24. Visit for free entry, entry requirements, and details. Msg & data rates may apply. Void where prohibited.  

About Busch Light

Busch Light is made with exceptional ingredients and has a crisp, refreshing taste that is as cold and smooth as a mountain stream. The beer brewed for the great outdoors takes cracking a cold one and heading for the mountains seriously, with passion points rooted in fishing, hunting, farming, NASCAR and country music. With focus and investment on meeting fans where they already are with a Busch Light in hand, the brand has experienced consistent growth since 2019. The Busch brand name represents a family of products including Busch Beer, Busch Light, Busch Ice and Busch NA. For more information, visit and follow Busch Light on Twitter, Facebook and Instagram.  

About Plenty of Fish

Plenty of Fish is a dating app for singles who believe in a more laid-back approach to dating, one where they get to know the heart of someone. Our mission is to connect the most singles by building low-pressure experiences where the right people take notice. Unlike many dating offerings today, Plenty of Fish prioritizes creating an authentic, welcoming environment that allows real singles to discover what they're looking for - and simply date better! Plenty of Fish was the first dating app to ban "face filters" in all profile pics and the first Match Group dating app to introduce live streaming. Plenty of Fish is a Match Group company and is one of the largest global online dating companies, available in 11 languages and more than 20 countries. 

About Anheuser-Busch

At Anheuser-Busch, our purpose is to create a future At Anheuser-Busch, our purpose is to create a future with more cheers. We are always looking to serve up new ways to meet life's moments, dream big to move our industry forward, and make a meaningful impact in the world. We hope to build a future that everyone can celebrate, and everyone can share. For more than 165 years, Anheuser-Busch has carried on a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. Today, we own and operate more than 120 facilities, including breweries, wholesaler distribution centers, agricultural facilities and packaging plants, and have more than 18,000 colleagues across the United States. We are home to several of America's most loved beer and beyond beer brands, including Michelob ULTRA, Cutwater Spirits, Stella Artois, Budweiser and Bud Light as well as a number of regional brands that provide beer drinkers with a choice of the best-tasting craft beers in the industry. From responsible drinking programs and emergency drinking water donations to industry-leading sustainability efforts, we are guided by our unwavering commitment to supporting the communities we call home. For more information, visit or follow Anheuser-Busch on LinkedIn, Twitter, Facebook and Instagram

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