The new move looks to expand Anheuser-Busch’s gains into craft beer territory.
The words “Budweiser” and “higher alcohol” usually aren’t synonymous, but Anheuser-Busch is looking to gain ground in that area. Introducing the new Black Crown brew, which will be launched in early 2013. The new beer signals Bud’s entry into a craft beer market filled with 5 and 6 percent ABV brews.
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AdAge first reported on Black Crown, which follows Bud Light Platinum (at 6 percent ABV) and the limited-edition “Project 12” craft brews. The new brew, which Anheuser-Busch describes as “golden amber lager” that is “distinctively smooth and beechwood finished,” seems to be following the success of Bud Light Platinum.
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There is speculation that it will launch similarly to Bud Light Platinum, with splashy Super Bowl ads (although Anheuser-Busch says they haven’t secured air time for the Super Bowl just yet).
And it seems the higher ABV is doing the trick: Bud Light hits at a mere 4.2 percent ABV, while regular Bud hits at 5 percent ABV. However, AdAge points out that Budweiser has been sliding in popularity, and they hope that Black Crown will help them to regain their footing in the beer scene.
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Despite Budweiser’s decline, Bud Light still rules the country as America’s most popular beer. Thanks to multiple extensions of the Bud Light name (like Bud Light Platinum, and Bud Light-a-rita), Bud Light sits pretty with 19 percent of the market share.
The opinions expressed are solely those of the author and do not necessarily reflect the views of Comcast.