Anheuser-Busch has just released a new beer to compete with the high-expectations brought on by the craft beer scene which now takes upwards of 11% of the beer market share. The release of the new Budweiser Black Crown golden amber lager marks an attempt of Budweiser to appeal to more beer conscious drinkers. It might be to just tap into the craft beer scene but it could also be about regaining some credibility among craft beer drinkers.
Black Crown is the product of Budweiser’s “Project 12” which, last year, asked 12 of their brewmasters to come up with an original recipe. From those twelve, six were chosen to be apart of a national taste test where 25,000 tasters chose their favorite. The winner was the Black Crown, a golden amber lager with 6% ABV.
Black Crown became available January 21st but Anheuser-Busch will begin their advertising campaign with a commercial spot at Super Bowl XLVII.
The recipe for Budweiser Black Crown was the creation of Los Angeles brewmaster Bryan Sullivan and was the crowd favorite in tests from coast to coast. “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.