Beer Was Crowd Favorite During Nationwide ‘Project 12’ Competition
ST. LOUIS (Jan. 8, 2013) – It started with a bold experiment. A year ago, Budweiser asked its 12 brewmasters to envision their own unique version of one of the world’s most iconic beers. After 12 recipes, six beers brewed for national sampling, and 25,000 opinions, the experiment has resulted in a new golden amber lager based on the voice of the people: Budweiser Black Crown.
The winning recipe from Budweiser’s “Project 12” is now a new brand available for purchase starting Monday, Jan. 21. In suitable fashion for the King of Beers, Budweiser Black Crown will take its place on the national stage less than two weeks later when its first 30-second television advertisement airs during Super Bowl XLVII on Sunday, Feb. 3.
With a blend of two-row caramel malt and four types of domestic hops, Budweiser Black Crown is finished on a bed of Beechwood chips for a smooth, balanced taste. Incorporating the proprietary yeast directly descended from the original Budweiser yeast strain used by Adolphus Busch in 1876, Budweiser Black Crown retains the key characteristics of Budweiser with its clean taste and high drinkability. Featuring more body, color and hop character than the flagship lager, it also has a slightly higher alcohol content at 6% ABV.
The Budweiser Black Crown recipe was the creation of Los Angeles brewmaster Bryan Sullivan and was the crowd favorite among the more than 25,000 adult drinkers from coast to coast who participated in the brand’s Project 12 sampling initiative.
“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, vice president of Budweiser.
During the process that led to Budweiser Black Crown, Sullivan and his fellow Budweiser brewmasters personally 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, who heard from beer drinkers during a sampling program at the Budweiser Made in America music festival over Labor Day weekend in Philadelphia. “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. Budweiser Black Crown is a great beer and it is a thrill for our whole brewing team to see it launch with a Super Bowl spot.”
The beer will be sold nationwide in 12-ounce glass bottles available in six- and 12-packs and in 22-ounce single bottles. It will be available both on-premise (bars and restaurants) and off-premise (grocery stores, supermarkets and convenience stores). The packaging for Budweiser Black Crown is distinctive and modern, with the crown “design cues” on the bottle and secondary packaging a nod to the history and heritage of Budweiser, McCarthy said.
McCarthy said Budweiser Black Crown will debut a TV spot during the Super Bowl XLVII broadcast. “We’ve set our sales-to-retailers date for Jan. 21 so we’re fully ready for sales on Super Bowl Sunday,” McCarthy said.
The beer’s national advertising campaign also includes outdoor, digital, radio and print. In social media, the new brand will have interactive consumer programs on Facebook and Twitter that are designed to be participatory, similar in spirit to when consumers were asked to help choose the recipe that would ultimately become Budweiser Black Crown. The campaign will feature the Twitter hashtag #TASTEIS.
Nate Scudieri, senior brand manager for Budweiser Black Crown, says the beer is, like Budweiser, very refreshing and appealing to a large base of beer drinkers.
“Our research shows that after beer drinkers try Budweiser Black Crown, 84 percent would purchase it,” Scudieri said. “It stays true to the original Budweiser recipe but has its own unique take. It’s flavorful, smooth and highly drinkable.”
Budweiser is America’s No. 1 premium regular beer, selling more than its four nearest competitors combined.
Budweiser Black Crown is brewed at Anheuser-Busch’s state-of-the art breweries in St. Louis, Los Angeles, Columbus, Ohio and Williamsburg, Va.
The Super Bowl commercial was filmed in Los Angeles last month and directed by Samuel Bayer, whose previous Super Bowl work includes a spot that won an Emmy for best commercial. More information about the spots will be released later.
Budweiser, an American-style lager, was introduced in 1876 when company founder Adolphus Busch set out to create the United States’ first truly national beer brand – brewed to be universally popular and transcend regional tastes. Each batch of Budweiser follows the same family recipe used by five generations of Busch family brewmasters. Budweiser is a medium-bodied, flavorful, crisp and pure beer with blended layers of premium American and European hop aromas, brewed for the perfect balance of flavor and refreshment. Budweiser is made using time-honored methods including “kraeusening” for natural carbonation and Beechwood aging, which results in unparalleled balance and character. The brand celebrates great times and has used the phrase “Grab Some Buds” in advertising since 2010.
Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 47.7 percent share of U.S. beer sales to retailers. The company brews Budweiser and Bud Light, two of the world’s largest-selling beers. Anheuser-Busch is a major manufacturer of aluminum cans and has been a leading aluminum recycler for more than 30 years. The company is a wholly-owned subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues to operate under the Anheuser-Busch name and logo. For more information, visit www.anheuser-busch.com.