'Project 12' is Back: Budweiser Brewmasters Surprise Beer Drinkers with Three
Last Year's Inaugural 'Project 12' Program Created Budweiser Black Crown; This
Year, Sampler Pack Set to Hit Shelves Oct. 28
ST. LOUIS, Oct. 8, 2013
ST. LOUIS, Oct. 8, 2013 /PRNewswire/ -- Budweiser's Project 12 – the
brewmaster innovation platform that resulted in the introduction of Budweiser
Black Crown – is back with three new beers named for the ZIP codes where the
beers were brewed, beginning Oct. 28.
The premise is simple: Budweiser's team of brewmasters develop new beer
recipes featuring the signature yeast first used by Adolphus Busch in 1876,
creating brews that exhibit Budweiser's clean and crisp taste while expanding
the brand's offerings.
"Our brewmasters are the best in the business and the quality of our brewing
standards is unmatched," said Brian Perkins, vice president, Budweiser.
"'Project 12' showcases our brewmasters at the top of their game, challenging
them to create new recipes that stay true to the Budweiser taste profile while
also introducing unique, new flavors."
The three small-batch Budweisers named for the ZIP code where the beer is
oBatch 94534 (Fairfield, Calif.): Brewed with a unique blend of North
Pacific hop varieties, including Cascade and Palisade, this bold, hoppy
lager is 5.5 percent alcohol by volume (ABV) and offers a distinct taste
of the American Northwest.
oBatch 23185 (Williamsburg, Va.): Aged on a bed of bourbon barrel staves
and vanilla beans, this light amber lager indulges the sweet side and
features a 5.5 percent ABV.
oBatch 43229 (Columbus, Ohio): Brewed with chocolate and caramel malts for
a rich auburn appearance and finished on Beechwood chips for a crisp,
clean taste, this deep amber lager is 6 percent ABV.
On Labor Day weekend, Budweiser hosted a sampling event at the Budweiser Made
in America Music Festival, giving adult concert-goers an exclusive chance to
taste and provide feedback on the beers featured in the soon-to-be-released
"The initial response from beer drinkers has been overwhelmingly positive,"
said Pete Kraemer, head brewmaster, Anheuser-Busch. "Each of the three beers
has a distinct taste with a common thread. 'Project 12' is all about
showcasing brewing creativity and credentials, and making beer drinkers happy.
We are confident we've achieved that with the 2013 edition."
Last year, a groundswell of positive feedback led Budweiser to introduce
Budweiser Black Crown – originally known as Project 12's Batch 91406 – as a
permanent extension to the Budweiser brand during Super Bowl XLVI.
For more information on Budweiser's Project 12, visit
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.
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,
Jeff Grass, Budweiser
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