Anheuser-Busch debuts beer with Super Bowl ad
But new amber lager will be available in stores beginning Jan. 21
Tuesday, January 08, 2013 12:30 pm
ST. LOUIS — Anheuser-Busch InBev is introducing a new specialty brew with a Super Bowl ad.The maker of Budweiser, Bud Light and other brews said today that Budweiser Black Crown is an amber lager. The first ad promoting it will run on Feb. 3 during Super Bowl 47, though the beer will be available in stores nationwide starting Jan. 21.
The beer's recipe resulted from a challenge to Anheuser-Busch InBev's 12 brewmasters, an effort dubbed Project 12. Customers were able to sample the options during a testing phase last year.
Budweiser Black Crown has 6 percent alcohol content. By comparison, Budweiser has 5 percent.
Benj Steinman is editor of Beer Marketer's Insights. He says Anheuser-Busch InBev is trying to compete with the large variety of specialty products now on the market.