Friday, January 28, 2005

The King Of Beers Selects Its Newest American-Style Lager To Launch Nationally

Beer drinkers across the country will have a reason to celebrate as Anheuser-Busch launches Budweiser Select, a “new kind of beer” that is brewed for a “crisp taste with no aftertaste.” Budweiser Select will be introduced with a television ad on the Feb. 6 Super Bowl broadcast on FOX. The new brew will be available nationwide Feb. 21.

“The consumer response to Budweiser Select has been great. Beer drinkers in the test markets are excited about the brand, so we decided to roll it out nationally much earlier than planned,” said Don Meyer, director of Budweiser Select marketing, Anheuser-Busch, Inc. “With approximately 100 million viewers watching the Super Bowl, we can’t think of a better opportunity to introduce Budweiser Select.”

“Crisp taste with no aftertaste” delivers a true consumer product point of difference. In addition, Budweiser Select has only 3.1 grams of carbohydrates, 99 calories and 4.3 percent alcohol by volume per 12 oz. serving. Budweiser Select was developed using two-row and roasted specialty malts for a rich color. The brand spends approximately twice as long as regular beers in the brewhouse. The brewhouse is where grains are milled, mixed with water, and mashed. A blend of aromatic domestic and imported hops provides the perfect balance and flavor.

With its eye-catching graphics, and unique “pinch neck” bottle, Budweiser Select is a sophisticated, upscale beer for all drinking occasions. Brewed at seven of Anheuser-Busch’s 12 breweries including Columbus, Ohio; Houston, Jacksonville, Fla.; Los Angeles; Newark, N.J., Williamsburg, Va.; and Fort Collins, Col., Budweiser Select will be available in a full package line.

“Anheuser-Busch is an innovator in the beer industry, and Budweiser Select is one of several new beer brands we recently have developed,” said Meyer. “With Budweiser Select we are meeting consumers’ demands for variety and sophistication, while providing a beer that will immediately be recognized as high quality because it’s part of the Budweiser brand family.”

On January 25, Anheuser-Busch announced the national launch of BE, a beer infused with caffeine, guarana and ginseng.
Budweiser Select is priced on par with Budweiser and Bud Light and supported by a full line of point-of-sale and merchandising materials in addition to television, outdoor, radio and print advertising. Ad agencies for Budweiser Select include DDB Chicago, TBWA\CHIAT\DAY Los Angeles and Modernista Boston.