ST. LOUIS -- Budweiser American Ale made its nationwide debut on draught Monday, and it debuts in 12-oz. six-packs and 22-oz. singles on September 29 at select on- and off-premise retail accounts. Budweiser American Ale is an all-malt, top-fermented ale that is dry hopped with Cascade hops from the Pacific Northwest.
"Budweiser American Ale has been in development since early 2007, and we're very pleased with this brew. In competitive blind taste tests of craft beer drinkers, Budweiser American Ale significantly outperformed other craft brands in terms of consumer preference," said Tom [image-nocss] Shipley, Budweiser brand director at Anheuser-Busch Inc.
Budweiser American Ale is 5.3% alcohol by volume (ABV). It will be supported in the marketplace by a targeted media plan consisting of television, print, outdoor and Internet, along with exclusive sampling events and on-premise merchandising.
A-B also recently revamped its Michelob line of beers, offering more varieties year-round, consolidating several other beers under that brand with consistent packaging and offering new advertising.
Michelob Dunkel Weisse and Michelob Pale Ale are joining Michelob, Michelob Light, Michelob AmberBock, Michelob Honey Lager and Michelob Porter as beers available year-round nationwide.
Dunkel Weisse is an unfiltered dark wheat ale. Pale Ale, previously only available on a select seasonal basis in the annual Michelob Specialty Sampler Pack, will now be available throughout the year. Rounding out the family are the Marzen and the new Irish Red Ale. Available for a limited time only as part of the new fall sampler 12- and 20-packs, Irish Red Ale accompanies Marzen, Pale Ale, Porter and AmberBock (20-packs only).
A-B is also bringing many of its distinct, specialty beers together under the Michelob nameplate. Shock Top Belgian White and Stone Mill Pale Ale, the first nationally available organic beer, will also be added to the growing Michelob collection as will A-B's seasonal beers Jack's Pumpkin Spice Ale, Winter's Bourbon Cask Ale, Sun Dog Amber Wheat and Beach Bum Blonde Ale.
To complement their new nameplate, the Michelob Brewing Co. beers are getting a fresh, consistent look. Each will be packaged in the brand's signature embossed bottle with its raised ridge around the neck displaying an arched label trimmed in muted gold. New six-pack carriers will show detailed information on the side panel about the ingredients, taste and color of each beer style. The bottom panel also includes fun facts about the Michelob Brewing Co. All the beers are now available in grocery and convenience stores.
In addition to building word-of-mouth buzz through sampling at beer festivals across the country, the Michelob beers will be supported with national print, TV, radio and online advertising. The TV spots peek behind the curtain to show the family behind the Michelob family of beers. The brand also has an enhanced website where visitors can view ads, get information on beer and food pairings, read more about the Michelob Brewing Co. brewmasters and learn about the brands' many awards.
Michelob Brewing Company List of Beers
Michelob – European-style premium lager with 5% alcohol by volume (ABV); available year-round on draught and in six-, 12-, 18-, 20- and 24-packs. Michelob Light – European-style light lager with 4.3% ABV; available year-round on draught and in six-, 12-, 18-, 20- and 24-packs. Michelob AmberBock – American bock-style dark lager with 5.2% ABV; available year-round on draught, in six- and 12-packs and in the fall/winter 20-bottle sampler pack. Michelob Dunkel Weisse – unfiltered dark wheat ale with 5.5% ABV; available year round in six-packs. Michelob Honey Lager – American honey lager with 4.9% ABV; available year round in six-packs. Michelob Irish Red Ale – Irish red ale with 5.7% ABV; available during the fall/winter season as part of the 12- and 20-bottle sampler packs. Michelob Marzen – German-style marzen with 5% ABV; available during the fall/winter season as part of the 12- and 20-bottle sampler packs. Michelob Pale Ale – English-style pale ale with 5.2% ABV; available year-round in six-packs and as part of the fall/winter 12- and 20-bottle sampler packs. Michelob Porter – traditional all-malt brown porter with 5.9% ABV; available year round in six-packs and as part of the fall/winter 12- and 20-bottle sampler packs. Shock Top Belgian White – Belgian-style wheat ale with 5.2% ABV; available year round on draught and in six-packs. Stone Mill Pale Ale – organic pale ale with 5.5% ABV; available year-round on draught and in six-packs. Jack's Pumpkin Spice Ale – seasonal pumpkin ale with 5.5% ABV; available during the fall on draught and in six-packs. Winter's Bourbon Cask Ale – seasonal oak- and vanilla-aged ale with 6% ABV; available during the winter on draught and in six-packs. Sun Dog Amber Wheat – seasonal American amber wheat ale with 5.3% ABV; available during the spring on draught and in six-packs. Beach Bum Blonde Ale – seasonal American blonde ale with 5.4% ABV; available during the summer on draught and in six-packs.Based in St. Louis, Anheuser Busch is the leading American brewer, holding a 48.5% share of U.S. beer sales. The company brews the world's largest-selling beers, Budweiser and Bud Light. Anheuser Busch also owns a 50% share in Grupo Modelo, Mexico's leading brewer, and a 27% share in China brewer Tsingtao, whose namesake beer brand is the country's best-selling premium beer.
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