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Beam Suntory, Anheuser-Busch InBev join forces for Jim Beam and Budweiser push

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Distiller Beam Suntory and brewer Anheuser-Busch InBev are to unite their flagship brands in a new US marketing campaign that will include a collaborative beer launch.

The partnership between Jim Beam and Budweiser is the first of its kind

The partnership between Jim Beam and Budweiser is the first of its kind

The first-of-its-kind activation will see Beam Suntory's Jim Beam Bourbon and AB InBev's Budweiser launch a cross-merchandising programme in Spring ahead of the baseball season. Inspired by the "beer and a Bourbon shot" occasion, the campaign will aim to show Budweiser and Jim Beam as the "perfect pairing", the companies said today.

Later in the year, the partnership will ramp up with the roll-out of Budweiser Reserve Copper Lager, a beer aged on Jim Beam Bourbon barrel staves. The launch will celebrate the 85th anniversary of Prohibition's repeal.

It is unclear how long the joint-programme will last, however the companies suggested it may run for some time, saying they aim "to deliver a modern drinking experience this year and beyond".

"This is a truly unique partnership and innovation that will surely drive excitement with our drinkers," said Ricardo Marques, VP of marketing for Budweiser.

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