The US brewer, Anheuser-Busch, has begun test-marketing of a new premium Pilsner-style beer in 10 areas within and outside the US.
The idea behind Anheuser World Select is to compete with European imported lagers. The beer, packaged in green bottles, will be pitched at a higher price than Michelob, on a par with premium European beers.
The brief given to the company’s 10 brewmasters by head of domestic brewing, August A. Busch IV, was to develop a classic Pilsner-style beer.
Staff brewmaster, Nathaniel Davis, led the international collaboration in the development of the brand. Davis asked the brewmasters to describe their thoughts on classic beer and based on their thoughts began to develop recipes, sending those samples to the other brewmasters for tasting.
The company has launched Anheuser World Select with the ad tagline “10 Brewmasters. Four Continents. One Beer.”
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By GlobalData
