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Budweiser

Budweiser goes for 'crowning experience' to boost sales in the US

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By Noel Young, Correspondent

November 6, 2012 | 2 min read

Bud is getting another boozier brew ! , Anheuser Busch InBev has confirmed to distributors at a private meeting in Chicago that Budweiser "Black Crown" is to be launched early in 2013.

Black Crown: strong stuff from Bud

The ABV will be 6%, the same as Bud Light Platinum, launched earlier this year . Regular Budweiser is 5% ABV and regular Bud Light 4.2%.

Black Crown was described as a "golden amber lager" that is "distinctively smooth and beechwood finished,"in an earlier report by AdAge.

There has been a `long decline" of the Budweiser franchise in the U.S said the magazine , and Black Crown will likely have significant marketing support -- possibly even a Super Bowl ad.

Budweiser Brand VP Rob McCarthy said the formula is modelled on a limited-edition beer made earlier this year at AB InBev's Los Angeles brewery. Brewmasters at 12 AB InBev breweries created their own small-batch "tribute" beers, each with a distinct style.

"The beer is an amber lager that is a little darker than Budweiser, but is flavourful and like Bud very drinkable," said McCarthy.

The brewer is also planning a new "bow-tie" pattern can for Black Crown. There are no plans to launch Black Crown in the UK at the moment, Budweiser told The Drum.

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