Budweiser Creates The Black Crown Line of Beer Through Crowdsourcing

By: Talha Bhatti  |   November 8th, 2012   |   Business, News

Popular American brewer Budweiser has announced plans to release a new golden amber lager that was created through a crowdsourcing effort. The labour of love combined the hardwork of the brewer’s head Brewmasters at its various breweries.. The crowdsourcing was code named Project 12 and Budweiser got all of its experts to collaborate and create “tribute” beers. The Brewmasters were tasked with keeping the Budweiser reputation and brand in mind while also keeping quality and consistency at the forefront. The new creations where then sampled across the United States.

 

The country wide competition yielded the ‘Black Crown’ variety of beer and was based on the Los Angeles brewery’s efforts. Rob McCarthy, a Budweiser Vice president, spoke to Ad Age and said that, “Though originally created in L.A., it’s a beer born out of the collaboration of all of Budweiser’s 12 brewmasters. The beer is an amber lager that is a little darker than Budweiser, but is flavorful and like Bud, very drinkable.”

 

The new beer will be part of the company’s push to create a higher-alcohol line. The extension is meant to help the company recover sales which have been slipping for several years. The new beers are meant to recover drinking that might be switching to other types of alcohol or drink. Ad Age stated that, “The line extensions are designed to win over millennial drinkers who have increasingly switched to spirits brands, especially for nighttime drinking occasions. Also, the new higher-priced beers come as AB InBev and other brewers seek to recapture some momentum from smaller craft beer brands, which in many cases have higher alcohol contents than mainstream light beers.”

 

We commend Budweiser for taking on an innovative and increasingly popular crowdsourcing approach.

 

Source: Mashable

Photo: Mashable