Frat boys, rejoice! Two collegiate favorites are teaming up. Today, Budweiser and Jim Beam announced a year long collaboration. The partnership will culminate in a Budweiser brewed Beam beer. ‘merica! Hell yeah!
“We are very excited about this partnership not only because both brands share common history but also an obsession for quality and a decade’s long connection to America,” said Ricardo Marques, Vice President of marketing for Budweiser. “This is a truly unique partnership and innovation that will surely drive excitement with our drinkers.”
The duo will start with some basic tactics. A bar-side marketing scheme is planned around the standard “beer & a shot” deal. Distributors will be pushing hard to make that deal involve Beam and the King of Beers. That push is slated to begin immediately. Meh.
The real treat is on the docket for September. Fall will see the arrival of Budweiser Reserve Copper Lager, a collaboration between the Bud (A-B InBev) brew team and Jim Beam’s seventh generation Master Distiller Fred Noe.
We don’t know too much about Copper Lager, but the companies did reveal a few details in a press release. Two-row barley will provide the beer’s base and Beam’s barrel staves will be incorporated into the aging process. The corporations promise that the lager will offer a “a toasted oak aroma and deliciously nutty taste with caramel rye and vanilla notes.”
The move is clearly an attempt by Big Beer to harness the popularity of American whiskey. Due to the craft beer explosion and the rise of wine, Bud’s sales have been flagging for several years. On the other hand, bourbon is in the midst of an unprecedented boom. With Beam, Bud found a partner operating in their exact demographic, but experiencing far more success.