US: Anheuser-Busch introduces Budweiser ale
Anheuser-Busch has announced plans to launch an ale under its Budweiser brand in the US.
The company said on Friday (21 March) that Budweiser American Ale, which is due to be released in October, is the US brewer's efforts to "enhance" Budweiser's image and attract consumers who tend to alternate between beer brands.
A-B's domestic beer subsidiary vice president of marketing Dave Peacock referred to its target consumer as someone who loves beer, "they just try a lot of different things".
Peacock also acknowledged that some craft beer enthusiasts will be unlikely to try the Bud-branded ale, but that A-B expects that most will have "no problem with the concept".
The new ale will be priced "somewhat higher" than regular Budweiser, said the company, adding that the introduction of the beer "builds on the credentials of Budweiser as a genuine American beer".
A-B already sells several imported ales including Grolsch Amber Ale and Leffe Blonde and its own Shock Top Belgian White.
Earlier in the month, A-B announced the addition of a new beer to its seasonal range with the launch of Sun Dog Amber Wheat this spring. Sun Dog is an unfiltered 5.3% abv wheat beer, brewed at Anheuser-Busch's Fort Collins brewery in Colorado
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