Budweiser Turns Out the Lights

Boo! Did I scare you? Probably not, however what is scary is Budweiser’s attempt to keep control of its market share and take some of their beer drinkers back from craft beer. Recently Budweiser introduced its Project 12, a concept where 12 of its breweries across the country would release beers that were supposed to reflect their local communities. While these beers have still yet to hit the shelves down in South Louisiana, not that I would try them anyways, one of these beers has been linked to a move to the big leagues. Budweiser Black Crown Golden Amber Lager is rumored to have a huge marketing campaign behind it including a Super Bowl Ad, similar to the release of the less watered down Bud Light: Bud Light Platinum. 

This will end up being light lager marketing at its finest. For one just look at the name: Black Crown Golden Amber Lager. Three colors mentioned in the name? Go big or go home I suppose. However one look at the product description instantly gives you an idea on the color: “Our collaboration team used caramel malt on Batch No. 91406, which gives the beer a deep amber color and a little more body” – Bryan Sullivan, Brewmaster. So a 6% Amber Bock?? Whatever works I suppose.

Last week I wrote an article about how we should respect the brewers and the craft of brewing light lagers. My feelings have about the brewers probably hasn’t changed, but every day I am reminded how little respect I have for the company as a whole. Let me explain. The vast majority of beer drinkers in America are completely uneducated when it comes to beer styles, flavors, history, etc. Budweiser could take their marketing power and use it to educate drinkers on what they are actually drinking. A Golden Amber Lager should not be marketed as a “black aka dark” beer. This just draws people away from the actual style of the beer. It gets worse when you look at the other labels that Bud had approved earlier this year. The “Extra Ice-brewed for Bold Taste and Smooth Finish, 6%” – Busch Black Light Lager which is described as an Eisbock, albeit a very weak one. Or how about Michelob Black Bock – Special Dark Lager, which has the description of “A German-Style Doppelbock”. I highly doubt that Michelob will be releasing a 7-10% Doppelbock, which is what the BJCP style guidelines suggest for Doppelbocks.

In the end though it is probably a bad idea for Budweiser to educate its fan base on what good beer actual is and how it should taste. Once their drinkers start to learn they will join the craft beer enthusiasts faster than they are presently. So keep turning the lights out Budweiser, just don’t think that craft beer drinkers will be fooled when you try to push your new beers down our throats with innovative marketing.