Anheuser-Busch has announced that their latest specialty beer, Budweiser Black Crown, will be introduced to the world via a 30-second Super Bowl commercial.
Budweiser Black Crown is an amber lager with a higher alcohol content than normal beer, and that is the result of the company’s secretive “Project 12.”
Project 12 was a challenge to each of the company’s 12 brewmasters to come up with a better beer to help Anheuser-Busch’s flagging sales. The winning recipe, which would go on to be named Budweiser Black Crown, is said to stay “true to the original Budweiser recipe but has its own unique take,” according to Black Crown’s senior brand manager, Nate Scudieri.
Budweiser Black Crown will also be the subject of a national advertising campaign that will include billboards, internet, radio, print, and social media, to go along with the Super Bowl ad.