Jim Beam and Budweiser brands unite to launch new beer

The partnership dovetails with a cross-merchandising initiative seet to launch this spring

Drink brands Jim Beam and Budweiser, flagship products for Beam Suntory and Anheuser-Busch InBev respectively, are to pair up for a collaborative beer launch and joint US marketing campaign.

The partnership dovetails with a cross-merchandising initiative seet to launch this spring ahead of the all-important baseball season with the campaign itself illustrating Budweiser and Jim Beam as the ‘perfect pairing’.

This will presage the set piece roll out of Budweiser Reserve Copper Lager, an all-new drink aged on Jim Beam barrel staves to mark the 85th anniversary of the repeal of America’s prohibition laws.

Ricardo Marques, vice-president of marketing for Budweiser, said: "This is a truly unique partnership and innovation that will surely drive excitement with our drinkers.”

More than a one shot wonder the pairing could see both companies maintain their joint programme through this year and beyond, according to the companies.

Budweiser has been busy promoting its alcohol-free Prohibition beer in the UK to teetotalers as it aims to capitalise on a trend for healthy living.

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