NEW BUDWEISER!
Budweiser Black Crown....$5.99 / 6pk
Beer Was Crowd Favorite During Nationwide ‘Project 12’ Competition
ST. LOUIS (Jan. 8, 2013) – 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.
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.
ST. LOUIS (Jan. 8, 2013) – 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.
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.
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.”
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