USA: AB InBev planning launch of Budweiser "Black Crown" in early 2013 - report

According to a report by Advertising Age earlier this week, Anheuser-Busch InBev plans to introduce Budweiser "Black Crown" in early 2013 that will have 6 percent alcohol by volume (ABV), surpassing the 5 percent ABV in regular Budweiser.

The brew - part of "Project 12" in which brewmasters at 12 breweries created their own small-batch "tribute" beers - is described as as a "golden amber lager" that is "distinctively smooth and beech wood finished."

In January Anheuser-Busch InBev introduced Bud Light Platinum which has 6 percent ABV - the same ABV content as reported in Black Crown. Platinum was launched with the help of two pricey Super Bowl ads, and Advertising Age suggests the company may launch Black Crown in a similar way, although the final ad line-up has yet to be completed.

In a statement to Ad Age, Budweiser Brand vice president Rob McCarthy said the company is also planning a new "bow-tie" shaped can for Budweiser, designed like well-known brand logo.

09 November, 2012