US: Anheuser-Busch InBev's Budweiser Black Crown to get Super Bowl exposure
Click through to view an image of Budweiser Black Crown
Budweiser Black Crown – a stronger version of Anheuser-Busch's flagship beer – will go on sale in the US on 21 January and will be advertised during TV coverage of the Super Bowl.
The 6% abv beer, which is being launched in the the on- and off-trade, will be sold in 22oz single bottles and 12oz glass bottles in six- and 12-packs, the brewer announced today (8 January). The beer is a “golden amber lager” that has "more body, colour and hop character" than standard Budweiser, A-B InBev said.
The new brand, first revealed by just-drinks in October, will also feature in a 30-second TV ad during the Super Bowl on 3 February, the company said. A national campaign will be rolled out including outdoor, digital, radio and print exposure. The Twitter campaign will feature the hashtag #TASTEIS.
Black Crown came about after A-B InBev ran an initiative, entitled Project 12, in which 12 of its brewmaster were each asked to each come up with a new beer.
Rob McCarthy, Budweiser VP said: “It didn’t matter where in the US we asked, this is the beer that consistently drew the best feedback, and overwhelmingly so.”
Black Crown is being brewed at A-B InBev's in St. Louis, Los Angeles, Columbus, Ohio and Williamsburg, Virgina.
The company has also registered trademarks for dark variants of four of its other beer brands as it steps up its focus on craft-like beers. This increased focus has also seen the brewer set up a craft advisory board, which includes Goose Island founder John Hall.
Anheuser-Busch InBev (A-B InBev) is facing challenges in the mature US beer category by focusing on premium and craft beer. As the US Justice Department precluded A-B InBev from controlling the lucrat...
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