The 'King of Beers' Unveils Budweiser Black Crown on Jan. 21; First TV Spot Will Be Featured During Super Bowl XLVII

 The 'King of Beers' Unveils Budweiser Black Crown on Jan. 21; First TV Spot
                   Will Be Featured During Super Bowl XLVII

Beer Was Crowd Favorite During Nationwide 'Project 12' Competition

PR Newswire

ST. LOUIS, Jan. 8, 2013

ST. LOUIS, Jan. 8, 2013 /PRNewswire/ -- 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



The winning recipe from Budweiser's "Project 12" is now a new brand available
for purchase 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 Crownretains 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.

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, who heard from beer drinkers during a sampling program
at the Budweiser Made in America music festival over Labor Day weekend in
Philadelphia. "As brewmasters we spend most of our time in the brewhouse.
Project 12 gave us a chance to hear firsthand from the people we brew our
beers for. 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). The packaging for Budweiser Black Crown
is distinctive and modern, with the crown "design cues" on the bottle and
secondary packaging a nod to the history and heritage of Budweiser, McCarthy

McCarthy said Budweiser Black Crown will debut a TV spot during the Super Bowl
XLVII broadcast. "We've set our sales-to-retailers date for Jan. 21 so we're
fully ready for sales on Super Bowl Sunday," McCarthy said.

The beer's national advertising campaign also includes outdoor, digital, radio
and print. In social media, the new brand will have interactive consumer
programs on Facebook and Twitter that are designed to be participatory,
similar in spirit to when consumers were asked to help choose the recipe that
would ultimately become Budweiser Black Crown. The campaign will feature the
Twitter hashtag #TASTEIS.

Nate Scudieri, senior brand manager for Budweiser Black Crown, says the beer
is, like Budweiser, very refreshing and appealing to a large base of beer

"Our research shows that after beer drinkers try Budweiser Black Crown, 84
percent would purchase it," Scudieri said. "It stays true to the original
Budweiser recipe but has its own unique take. It's flavorful, smooth and
highly drinkable."

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.

The Super Bowl commercial was filmed in Los Angeles last month and directed by
Samuel Bayer, whose previous Super Bowl work includes a spot that won an Emmy
for best commercial. More information about the spots will be released later.

For more information on Budweiser Black Crown, visit

About Budweiser
Budweiser, an American-style lager, was introduced in 1876 when company
founder Adolphus Busch set out to create the United States' first truly
national beer brand – brewed to be universally popular and transcend regional
tastes. Each batch of Budweiser follows the same family recipe used by five
generations of Busch family brewmasters. Budweiser is a medium-bodied,
flavorful, crisp and pure beer with blended layers of premium American and
European hop aromas, brewed for the perfect balance of flavor and refreshment.
Budweiser is made using time-honored methods including "kraeusening" for
natural carbonation and Beechwood aging, which results in unparalleled balance
and character. The brand celebrates great times and has used the phrase "Grab
Some Buds" in advertising since 2010.

About Anheuser-Busch
Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a
47.7 percent share of U.S. beer sales to retailers. The company brews
Budweiser and Bud Light, two of the world's largest-selling beers.
Anheuser-Busch is a major manufacturer of aluminum cans and has been a leading
aluminum recycler for more than 30 years. The company is a wholly-owned
subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues
to operate under the Anheuser-Busch name and logo. For more information,

Joe Muehlenkamp

SOURCE Anheuser-Busch