Specialty Brews Offer Consumers Tastes That Change With The Seasons
Anheuser-Busch has a tradition of creating a variety of beers that appeal to the diverse taste preferences of consumers. One such way the brewer delivers on this promise is through its Seasonal Beer Program.
Special Beers, Special Marketing
Understanding the importance of “discovery” to beer drinkers apt to sample different styles of beer, Anheuser-Busch
initially offered its seasonal beers exclusively on draught. In addition, Anheuser-Busch developed a series of
eye-catching tapmarkers to inspire consumer interest at the point of purchase. The allure of these unique tapmarkers,
coupled with the beers’ availability on draught, encouraged consumer sampling and helped generate word-of-mouth
buzz that would carry the brands forward in lieu of extensive advertising and marketing budgets.
The strategy proved fruitful, creating a demand that would eventually necessitate offering these beers in bottles so that consumers could carry them beyond the walls of restaurants and bars and into their homes.
The Lineup
Each fall, Jack ’s Pumpkin Spice Ale hits store shelves, bars and restaurants with its rich copper color
and familiar scarecrow icon. Brewed with select seasonal spices and real Oregon-grown Golden Delicious pumpkins, this
was the first beer Anheuser-Busch introduced in this seasonal program in 2005.
The second beer in this seasonal program is Winter’s Bourbon Cask Ale. With an inviting tap handle that depicts a snowman enjoying a pint of this oak- and vanilla-aged ale, consumers will be rushing back for this exceptional drinking experience. Full of rich aromas, hints of vanilla, and flavorful hops, Winter’s Bourbon Cask Ale is sure to thaw bone-chilling nights while tantalizing the taste buds.
This spring, Sun Dog Amber Wheat stepped up to fill the shoes of the wildly popular Spring Heat Spiced Wheat, which graduated to a year-round offering now known as Shock Top Belgian White. With an equally intriguing tap marker, a friendly, sunglasses-wearing dog with a bright red Frisbee, Sun Dog can be easily spotted this spring in bars, pubs and restaurants. From the name to the tap marker to the taste, everything about Sun Dog is approachable and fun, just like man’s best friend.
As the warm weather rolls around, beer lovers will certainly recognize Beach Bum Blonde Ale’s endearing tap marker, a sunglasses-wearing beach comber holding a bright yellow surfboard. With a rich golden color, pleasant hop aroma and slightly spicy and malty taste, blonde ales are wonderfully crisp and easily drinkable, which makes them an ideal choice for a summer beverage.
A Limited Time Only
For consumers, the seasonal program helps maintain excitement and momentum by offering a different beer – one
befitting of the season – to adult beer drinkers every few months. As they continue to thirst for variety,
it’s increasingly important to provide adult beer drinkers with products that fit their needs and give them choices
for a variety of drinking occasions.
Moreover, as a company renowned in the industry for innovation, the seasonal beer program has given Anheuser-Busch and its talented team of brewmasters yet another reason to experiment with new recipes and put quality products into the marketplace. Brewing a wide variety of beer styles is good for both Anheuser-Busch and the beer business in general.
The Michelob Family
Beginning with the re-release of Jack’s Pumpkin Spice Ale this August, the Michelob Brewing Co. assumes the reigns
of Anheuser-Busch’s seasonal beer program moving forward. Each seasonal beer’s recipe was developed
and hand-crafted in the Anheuser-Busch Research Pilot Brewery, the creative brewing heart of the Michelob Brewing Co.
Anheuser-Busch created Michelob Brewing Co. in 2008 to give even more autonomy and creative license to its skilled brewmasters to create and brew their own interpretations of classic styles to better meet the needs of today’s increasingly experimental adult beer drinker.
With Michelob, a brand with more than 100 years of revered beer credentials, the seasonal beer program is in the best possible hands.