‘Project 12’ is Back: Budweiser Brewmasters Surprise Beer Drinkers with Three New Brews
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) – 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 brewed include:
- Batch 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.
- Batch 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.
- Batch 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 sampler pack.
“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 newsroom.anheuser-busch.com/Project-12.
For inquires on Budweiser’s Project 12, please contact:
Jeff Grass at 314-765-2126 (firstname.lastname@example.org) or
Jen Crichton at 314-552-6788 (JCrichton@webershandwick.com)
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, visit anheuser-busch.com.
# # #