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After 12 recipes, six beers brewed for national sampling, and 25,000 opinions, Budweiser will introduce Budweiser Black Crown to the public, the brand’s new golden amber lager, on Jan. 21. The product launch is a result of the brand’s “Project 12” initiative, in which Budweiser asked its 12 brewmasters to envision their own unique version of the iconic beer brand. Within two weeks of its launch, Budweiser Black Crown will make its television debut with a 30-second spot airing during the Super Bowl XLVII on Sunday, Feb. 3.
A creation of brewmaster Bryan Sullivan, the Black Crown recipe features a blend of two-row caramel malt and four types of domestic hops, finished on a bed of Beechwood chips. Incorporating the proprietary yeast directly descended from the original strain used by Adolphus Busch in 1876, Black Crown boasts a smooth, balanced taste and high drinkability with a higher alcohol content of 6% ABV.
“It didn’t matter where in the United States we asked, this is the beer that consistently drew the best feedback, and overwhelmingly so,” said Rob McCarthy, VP of Budweiser.
During the process that led to Budweiser Black Crown, Sullivan and his fellow Budweiser brewmasters sampled the beer with consumers to get their direct feedback. Sullivan collaborated with Fairfield, Calif., brewmaster Scott Ungermann and Houston brewmaster Dave Cohen to perfect the recipe.
“People respond really well to Budweiser Black Crown, which has a little more body and color and a touch more hop character than our flagship Budweiser lager,” said Sullivan. “As brewmasters we spend most of our time in the brewhouse. Project 12 gave us a chance to hear firsthand from the people we brew our beers for.”
“Our research shows that after beer drinkers try Budweiser Black Crown, 84 percent would purchase it,” said Nate Scudieri, senior brand manager for Black Crown. “It stays true to the original Budweiser recipe but has its own unique take. It’s flavorful, smooth and highly drinkable.”
In addition to the Super Bowl spot, the beer’s national advertising campaign also includes outdoor, digital, radio and print. In social media, the brand will have interactive consumer programs on Facebook and Twitter. The campaign will feature the Twitter hashtag #TASTEIS.
Budweiser Black Crown is brewed at Anheuser-Busch’s breweries in St. Louis, Los Angeles, Columbus, Ohio and Williamsburg, Va. The beer will be sold nationwide in 12-ounce glass bottles available in six- and 12-packs and in 22-ounce single bottles. For more information, visit Budweiser’s official website.