“Taste is making an entrance on 02.03.13,” boldly states Anheuser-Busch’s marketing copy touting the introduction of a new label dubbed Budweiser Black Crown. If you are craft beer drinkers like us, you might find it hard to hide a smirk. Is the company actually admitting its beers up to now have had no taste? We wouldn’t argue.
Following a national trend of macro beer companies co-opting the craft beer movement — highlighted by the Brewers Association recently in an essay titled “Craft vs. Crafty” — AB InBev is trying to keep customers from going “off-reservation” and drinking microbrews. Craft beer has gained market share of late, now making up 9% of the total beer by sales in the U.S., and the big beer companies are buying up smaller breweries (Goose Island, for example), or releasing their own “craft-friendly” labels, such as this one.
Black Crown is the result of a yearlong project during which Budweiser worked with a dozen brewers to create a more flavorful brew, starting with 12 beers and narrowing it down to six, three and then one. The winning recipe uses a two-row malt, known for its biscuity, caramel flavors, as well as four types of U.S. hops, and is finished on a bed of Beechwood chips. The yeast used is the same as that used in regular Bud, and is descended from the strain used by Adolphus Busch in 1876.
The resultant beer has “more body, color and hop character than the flagship lager,” according to a company rep. Copying another trait of many microbrews, the ABV of Black Crown is a higher 6%, compared to 4.8% ABV for Bud. Los Angeles-based AB InBev brewmaster Bryan Sullivan was the creator of the beer, which was chosen by a panel of brewmasters as well as in tastings with 25,000 beer drinkers across the country.
Stores and bars will begin carrying Black Crown as early as January 21, to make sure it’s available in time for Super Bowl XLVII on February 3, when the first ad for the new label will be shown. The packaging is distinct from the brazen red of regular Budweiser, and features gold colors and black swoops. In addition to regular 12-oz. bottles, you’ll also see 22-oz. singles of the beer, mimicking another craft brew trend.
More flavor than Bud doesn’t really mean much, but we’re curious how the new beer tastes. Even if Black Crown doesn’t suck, we urge you to support your local craft breweries. “Taste is the new black,” the company says? No. No it’s not.
There's a new app making waves in the booze world, and not necessarily for its functionality. ...read more ›
The bitter world of aperitifs and digestifs is one rich with history, but one without much tradition in the U.S....read more ›
Arguably the first truly American expression of the India Pale Ale style, Ballantine's legendary IPA is back for the first time in decades ...read more ›
If you're looking for a mouth-puckering brew, Surette won't disappoint. ...read more ›
Writers and musicians have a long, storied history with alcohol, and that intimacy with the bottle shows through in the memorable lines these artists ...read more ›
Going out in the city should be fun for everyone. Here's a few tips to keep you and your friends safe and having fun this fall....read more ›
Here are some places where you can "DrinkSalida"...read more ›
Couldn't make it to Denver for this year's Great American Beer Festival? Click through our slideshow to make it feel like you were there....read more ›
Of course Anheuser-Busch sponsors a room at a legal brothel....read more ›
For the fourth year in a row, Oskar Blues Brewery put together a special tasting tour in Longmont for GABF visitors. ...read more ›
Four home brewers from around the country won a trip to Denver to visit GABF and to learn who the top two home...read more ›