The ‘King of Beers’ Unveils Budweiser Black Crown;
First TV Spot Will Be Featured During Super Bowl XLVII
Beer Was Crowd Favorite During Nationwide ‘Project 12’ Competition
It started with a bold experiment. A year ago, Budweiser asked its 12 brewmasters to envision their own unique version of one of the world’s most iconic beers. After 12 recipes, six beers brewed for national sampling, and 25,000 opinions, the experiment has resulted in a new golden amber lager based on the voice of the people: Budweiser Black Crown.
The winning recipe from Budweiser’s “Project 12” is now a new brand available for purchase in Calhoun County starting Monday, Jan. 21. In suitable fashion for the King of Beers, Budweiser Black Crown will take its place on the national stage less than two weeks later when its first 30-second television advertisement airs during Super Bowl XLVII on Sunday, Feb. 3.
With a blend of two-row caramel malt and four types of domestic hops, Budweiser Black Crown is finished on a bed of Beechwood chips for a smooth, balanced taste. Incorporating the proprietary yeast directly descended from the original Budweiser yeast strain used by Adolphus Busch in 1876,Budweiser Black Crown retains the key characteristics of Budweiser with its clean taste and high drinkability. Featuring more body, color and hop character than the flagship lager, it also has a slightly higher alcohol content at 6% ABV.
Greg Dunn of Atlas Sales says the beer is, like Budweiser, very refreshing and appealing to a large base of beer drinkers, adding that research shows that after beer drinkers try Budweiser Black Crown, 84 percent would purchase it. “Budweiser Black Crown is flavorful, smooth and very drinkable,” Dunn said. “I think it will be the perfect beer to serve at Super Bowl parties next month. It is a great beer that all your guests will like.”
The Budweiser Black Crown recipe was the creation of Los Angeles brewmaster Bryan Sullivan and was the crowd favorite among the more than 25,000 adult drinkers from coast to coast who participated in the brand’s Project 12 sampling initiative.
“It didn’t matter where in the United States we asked, this is the beer that consistently drew the best feedback, and overwhelmingly so,” said Rob McCarthy, vice president of Budweiser.
During the process that led to Budweiser Black Crown, Sullivan and his fellow Budweiser brewmasters personally sampled the beer with consumers to get their direct feedback. Sullivan collaborated with Fairfield, Calif., brewmaster Scott Ungermann and Houston brewmaster Dave Cohen to perfect the recipe.
“People respond really well to Budweiser Black Crown, which has a little more body and color and a touch more hop character than our flagship Budweiser lager,” said Sullivan. “Budweiser Black Crown is a great beer and it is a thrill for our whole brewing team to see it launch with a Super Bowl spot.”
The beer will be sold nationwide in 12-ounce glass bottles available in six- and 12-packs and in 22-ounce single bottles. It will be available both on-premise (bars and restaurants) and off-premise (grocery stores, supermarkets and convenience stores).
Budweiser is America’s No. 1 premium regular beer, selling more than its four nearest competitors combined.
Budweiser Black Crown is brewed at Anheuser-Busch’s state-of-the art breweries in St. Louis, Los Angeles, Columbus, Ohio and Williamsburg, Va.
For more information on Budweiser Black Crown, visit www.budweiser.com/blackcrown.