Budweiser to debut new beer in Super Bowl ad

4:46 PM, Jan 21, 2013   |    comments
Budweiser Black Crown (Anheuser-Busch)
  • Share
  • Print
  • - A A A +

(WXIA) - Brewer Anheuser-Busch InBev is slated to debut a new beer in a Super Bowl TV ad this year - Budweiser Black Crown.

A-B's Budweiser brand is the quintessential American beer, selling more than its four closest competitors combined, so the company decided it was time to try something new to extend their reach.

Last fall, Budweiser's "Project 12" resulted in a sampler pack of three craft-style beers that were sold in a limited edition. The project began last year with brewmasters at each of the company's 12 breweries being tasked with creating their own unique beer recipe. The beers were whittled down, first to six, then three. The favorite in product tests and in the sampler pack sold last fall was one crated by Los Angeles brewmaster Bryan Sullivan.

It was described in the Project 12 sampler pack as a deep-amber lager with higher alcohol - 6 percent - by volume than the traditional Budweiser red-label beer.

The beer is available in some areas this week, but the national roll-out will coincide with the unveiling during Super Bowl XLVII on February 3. The spot has the coveted first slot in the first quarter of the game broadcast.

Most Watched Videos