ST. LOUIS -- Beginning Friday, March 13, Oculto is available on store shelves and at high-end bars, clubs and restaurants nationwide. Inspired by and brewed for nightlife, Oculto combines the social invitation of beer with the "exciting nature associated with tequila," the company said, "for a step in creating an entirely new category."
Oculto is a lager blended with beer aged on tequila barrel staves and natural flavors. Oculto is infused with blue agave for a bright citrus flavor. With a premium look, unique flavor, seductive positioning and 6% ABV, Oculto is designed to tap into late-night occasions.
"Beer drinkers and partygoers are seeking unique, surprising 'mash-up' experiences," said Jorn Socquet, vice president of marketing for Anheuser-Busch. "We worked off untapped insights to bring an innovation that delivers against that expectation. We have a totally surprising brand that revolves around mystery and intrigue--with a product that hits home with consumers looking for ways to break free from the everyday and find something exciting … an unexpected 'mash-up'."
Oculto means "hidden" or "waiting to be found" in Spanish. The brewer launched Oculto on Friday the 13th to emphasize positioning that will carry over to all consumer engagement moments, from immersive events to engaging social media to best-in-class partnerships.
"While launching on Friday the 13th may seem unlucky, we're challenging the superstition," said Socquet. "It fits Oculto perfectly. It's unique. From our approach to our packaging, we're doing things differently."
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Oculto packaging is an innovation, as well, the company said: "It brings to life a look that is premium, seductive and energetic." It features a multi-sensory experience, including multiple crown graphics, tactile printing and black-light inks. The Oculto bottle has a signature mask shape and detailed embossing for a distinctive look and feel. A host of discoverable elements are embedded in the bottle design, including hidden messages and eyes that appear when cold. United States.
Oculto is available at high-end bars, clubs and restaurants, as well as many grocery and liquor stores across the United States in 12-pack 12-oz. bottles; six-pack 12-oz. bottles; 25-oz. cans; and 16-oz. cans.
St. Louis-based Anheuser-Busch is a wholly owned subsidiary of Anheuser-Busch InBev, Leuven, Belgium.
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