(St. Louis, MO) – Following the successful launch of Bud Light Platinum near the start of 2012, Anheuser-Busch InBev plans to roll out at least one new beer in a similar fashion next year. Ad Age reports:
The launch will likely be backed with significant marketing — possibly even a Super Bowl ad — as the brewer seeks to reverse the long-decline of the Budweiser franchise in the U.S. The move follows the launch in January of Bud Light Platinum, which at 6% alcohol by volume matches the ABV in Black Crown. By comparison, regular Budweiser is 5% ABV and regular Bud Light 4.2%.
The beer came out of the company’s Project 12 program, according to Ad Age. Here’s more on that beer from the original Project 12 variety pack press release…
Budweiser Batch No. 91406 (Los Angeles):
A deep-amber lager with 6 percent alcohol by volume (ABV).
The beer was originated by brewmaster Bryan Sullivan in Los Angeles in collaboration with brewmasters Scott Ungermann in Fairfield, Calif. and Dave Cohen in Houston.
“Our collaboration team used caramel malt on Batch No. 91406, which gives the beer a deep amber color and a little more body,” said Sullivan, whose signature will be on the bottle. “It has a little bit more hop character than our flagship Budweiser lager, but like Budweiser it’s a very clean and refreshing beer.”
Missing from the article are details (or even a mention) regarding the release of at least four other ‘black’ beers from A-B InBev. They received label approval toward the end of September. Though a label approval does not necessarily mean that a company will release the beer, that ends up the case 99% of the time.
See labels below: