No Wheat? No Barley? This Brew’s for You
Anheuser-Busch Takes Gluten-Free Beer Mainstream
Anheuser-Busch’s diverse portfolio of beers is known for providing adult consumers with dynamic choices and innovative tastes to satisfy even the most discerning, diverse palettes. However, for adults who experience celiac disease, an immune reaction to gluten, a protein found in wheat and barley, or choose a gluten-free or wheat-free diet, finding a readily available, high-quality beer brewed without wheat hasn’t always been easy.
To meet this unique consumer need, Anheuser-Busch introduced Redbridge, the first nationally available gluten-free beer, giving consumers across the country the ability to enjoy a quality, hand-crafted specialty beer made without barley or wheat. Redbridge is a rich, hearty, full-bodied lager brewed with sorghum for a well-balanced, moderately hopped taste. Sorghum is a safe grain for those allergic to wheat or gluten and is grown in the United States, Africa, Southern Europe, Central America and Southern Asia.
Working with the Experts
Before starting on their mission to bring a great-tasting gluten-free beer to market, Anheuser-Busch’s marketing and brewing teams worked closely with the National Foundation for Celiac Awareness (NFCA) during the planning stages and development of Redbridge to gain a better understanding of the needs of consumers who lead gluten-free or wheat-free lifestyles.
With a clear direction in mind, Anheuser-Busch’s brewmasters were excited to take on the challenge of creating an authentic beer that adults would love, but without using beers’ traditionally important ingredients like barley and wheat. Drawing on their extensive brewing experience and expertise working with a variety of ingredients, the Anheuser-Busch brewing team crafted several recipes for Redbridge, tasting and tweaking along the way, until they perfected the taste and were ready to introduce Redbridge to adults nationwide.
Cause for Applause
With nearly three million Americans suffering from celiac disease, Redbridge’s introduction into the market created excitement throughout the celiac community. Gluten-free products, once a niche of natural food markets, today can be found in mainstream retail outlets – thanks in part to a company like Anheuser-Busch that is able to distribute products nationally through its extensive wholesaler network.
Quality is Everything
While it was created to meet a specific consumer need, the fine craftsmanship and quality ingredients used to brew Redbridge make it a beer that will appeal to anyone who enjoys a rich, full-bodied lager. In fact, Redbridge was recognized for its great taste last year at the North American Beer Awards, taking home a gold medal for Specialty and Experimental Beers – noteworthy because the category was not limited to gluten-free brews.
When Redbridge began hitting store shelves at the end of 2006, the enthusiasm was undeniable. From national morning talk shows to celiac community blogs, consumers were buzzing with excitement about a new way to enjoy beer again.
But, don’t just take our word for it, read what our customers are saying:
"I have been a customer and fan of Budweiser for a long time. Now I have Celiac disease and am unable to have it. When a friend told me about Redbridge, I sought it out and found it to be DELICIOUS!! I will purchase this brand forever and personally need to thank Anheuser-Busch for thinking to brew a beer for those of us who cannot have a true barley made beer. THANK YOU so very much for this." (44 years old, New York)
"I cannot tell you how thrilled I was to find your gluten-free beer! Since being diagnosed with Celiac disease almost two years ago, not only have I missed beer but I have missed good micro brew. Redbridge is one of the best tasting beers I have ever had! Thank you!!!" (39 years old, Idaho)
Redbridge is brewed using imported Hallertau and domestic Cascade hops and contains 4.8% alcohol per 12-ounce serving. It is available in 12-ounce, six-pack bottles. Redbridge is brewed at the Anheuser-Busch Merrimack, N.H., brewery.
For more information, visit www.redbridgebeer.com