NEW YORK -- After months of teasing and few samples to be had, Anheuser-Busch announced the official launch of the Best Damn Brewing Co., its take on the hard-soda trend that hit consumers this year.
The brand platform, according to A-B, comes "with a simple mission: to bring you the best damn thing you’ve had all day."
On store shelves now, Best Damn Root Beer is the new brand’s first product released nationally and the first hard root beer produced by Anheuser-Busch. It’s a full-flavored, well-balanced take on a favorite classic taste, aged on real vanilla beans during the brewing process.
“We’ve seen a growing consumer interest in sweeter taste profiles, and we jumped at the opportunity to brew an easy-drinking, hard root beer,” said Rashmi Patel, vice president, share of throat, Anheuser-Busch. “People like beers that are approachable, down-to-earth and don’t take themselves too seriously, so Best Damn Brewing Co. aims to bring all the flavor without any of the fuss.”
Best Damn Brewing Co. exists within the portfolio of Anheuser-Busch brands and leverages the talent of its brewmasters and its state-of-the-art brewing facilities across the United States to deliver great-tasting brews, the company said. To support the launch of Best Damn Root Beer, the brand plans to use some of Anheuser-Busch’s most iconic media assets, such as a 70-foot Jumbotron in Times Square, and tap into Anheuser-Busch’s extensive investment in sports properties, including over 80 professional team and stadium/venue partnerships.
“We’re constantly testing new ideas, and we’re excited to bring more to the market through the Best Damn Brewing Co. brand in 2016,” added Patel.
Best Damn Root Beer is available at bars, clubs and restaurants, as well as grocery and liquor stores across the U.S. in six-packs of bottles, 16-ounce cans and on draught. The rollout to convenience stores will continue through February. A second brew, Best Damn Apple Ale, is expected to follow close behind.
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