There’s a new Bud in town… It started with a bold experiment. A year ago, Budweiser asked its 12 brewmasters to envision their own unique version of one of the world’s most iconic beers. After 12 recipes, six beers brewed for national sampling, and 25,000 opinions, the experiment has resulted in a new golden amber lager: Budweiser Black Crown.
Previously known as #91406 in Project 12 variety packs released last October, the winning recipe from Budweiser’s “Project 12″ is now a new brand available for purchase as 12 oz bottle 6-packs at Straub’s Markets. In suitable fashion for the King of Beers, Budweiser Black Crown will take its place on the national stage less than two weeks later when its first 30-second television advertisement airs during the big game on Sunday, Feb. 3.
With a blend of two-row caramel malt and four types of domestic hops, Budweiser Black Crown is finished on a bed of Beechwood chips for a smooth, balanced taste. Incorporating the proprietary yeast directly descended from the original Budweiser yeast strain used by Adolphus Busch in 1876, Black Crown retains Budweiser’s key characteristics with its clean taste and high drinkability. Featuring more body, color and hop character than the flagship lager, it also has a slightly higher alcohol content at 6% ABV.
The Black Crown recipe was the creation of Los Angeles brewmaster Bryan Sullivan and was the crowd favorite among the more than 25,000 adult drinkers from coast to coast who participated in the brand’s Project 12 sampling.
“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.
During the process that led to Black Crown, Sullivan and his fellow brewmasters personally sampled the beer with consumers to get their direct feedback: “People respond really well to Budweiser Black Crown, which has a little more body and color and a touch more hop character than our flagship Budweiser lager. As brewmasters, we spend most of our time in the brewhouse. Project 12 gave us a chance to hear first-hand from the people we brew our beers for. Budweiser Black Crown is a great beer and it is a thrill for our whole brewing team to see it launch with a Super Bowl spot.”
Nate Scudieri, senior brand manager for Budweiser Black Crown, says the beer is, like Budweiser, very refreshing and appealing to a large base of beer drinkers: “Our research shows that after beer drinkers try Budweiser Black Crown, 84 percent would purchase it,” Scudieri said. “It stays true to the original Budweiser recipe but has its own unique take. It’s flavorful, smooth and highly drinkable.”