While Budweiser has been known as “The King of Beers,” its reputation never hinged on taste.
But recently, Budweiser turned to twelve American brewmasters to see if they might come up with a distinctive beer recipe worthy of the Budweiser name. Bud is using a new variation on the crowd-sourcing model—one that turns to a crowd of professionals/experts as opposed to just-anyone-in-the-crowd, to generate new ideas.
Bud’s Project 12 Beer contest asked consumers to vote on their favorite brewmaster’s concoctions, and announced three winning brews which it will distribute under a new label called Black Crown.
"Black Crown's formula will be modeled after a limited-edition beer made earlier this year at AB InBev's Los Angeles brewery. The brew was part of "Project 12," in which brewmasters at 12 AB InBev breweries created their own small-batch "tribute" beers, each with a distinct style. "Though originally created in L.A., it's a beer born out of the collaboration of all of Budweiser's 12 brewmasters," Budweiser Brand VP Rob McCarthy is quoted as saying. "The beer is an amber lager that is a little darker than Budweiser, but is flavorful and like Bud very drinkable.
It might be “very drinkable” due to its high alcohol content. “Black Crown” is part of Bud’s higher-alcohol line extension, which also includes Bud Light Platinum, which at 6% alcohol by volume matches the ABV in Black Crown. By comparison, regular Budweiser is 5% ABV and regular Bud Light 4.2%.
The higher-alcohol brand extensions are becoming popular as a way to woo Generation Y drinkers who prefer craft beers with similar alcohol content, and who are increasingly turning to spirits brands who have been recently marketing to the younger population segment.