Some may already be familiar with the first Project 12 product, Budweiser Black Crown. It was released early in 2013 and was met with a generally positive response from consumers. Craft beer fans found it somewhat lacking, but Budweiser’s core consumers gave it positive ratings overall.
Building on the success of Project 12, Budweiser is releasing three new beers, packaged in a 12- pack sampler with four bottles each. Like with Black Crown, each of the new beers will be named according to the zip code where the beer is brewed. The new beers are:
Batch 23185– Brewed in Williamsburg, Virginia, this small batch beer is aged on bourbon barrel staves with vanilla beans. The result is a sweeter amber lager weighing in at 5.5 percent alcohol by volume.
Batch 43229– Brewed in Columbus, Ohio, this Project 12 beer utilizes beechwood chips like regular Budweiser, but adds some craft beer elements such as chocolate and caramel malts. The final product is defined as an amber lager and contains 6 percent alcohol by volume.
Batch 94534– Brewed in Fairfield, California, this beer is made with Cascade and Palisade hops from the Pacific Northwest to create a hop- accented lager with 5.5 percent alcohol by volume.
Anheuser- Busch test marketed the three beers over the Labor Day holiday at the Budweiser Made in America Music Festival and received positive responses. Concert attendees found the quality good and this, combined with other research, was enough to convince management to brew and market the three beers on a larger scale.
“The initial response from beer drinkers has been overwhelmingly positive,” said Anheuser- Busch head brewmaster Pete Kraemer. “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.”
Look for the 12- pack sampler in stores on October 28, 2013.