Budweiser Admits Its Beer Has No Taste, Will Introduce Black Crown During Super Bowl XLVII

by The Drink Nation on Jan 10, 2013 in Beer
Budweiser Admits Its Beer Has No Taste, Will Introduce Black Crown During Super Bowl XLVII

“Taste is making an entrance on 02.03.13,” boldly states Anheuser-Busch’s marketing copy touting the introduction of a new label dubbed Budweiser Black Crown. If you are craft beer drinkers like us, you might find it hard to hide a smirk. Is the company actually admitting its beers up to now have had no taste? We wouldn’t argue.

Following a national trend of macro beer companies co-opting the craft beer movement — highlighted by the Brewers Association recently in an essay titled “Craft vs. Crafty” — AB InBev is trying to keep customers from going “off-reservation” and drinking microbrews. Craft beer has gained market share of late, now making up 9% of the total beer by sales in the U.S., and the big beer companies are buying up smaller breweries (Goose Island, for example), or releasing their own “craft-friendly” labels, such as this one.

Black Crown is the result of a yearlong project during which Budweiser worked with a dozen brewers to create a more flavorful brew, starting with 12 beers and narrowing it down to six, three and then one. The winning recipe uses a two-row malt, known for its biscuity, caramel flavors, as well as four types of U.S. hops, and is finished on a bed of Beechwood chips. The yeast used is the same as that used in regular Bud, and is descended from the strain used by Adolphus Busch in 1876.

The resultant beer has “more body, color and hop character than the flagship lager,” according to a company rep. Copying another trait of many microbrews, the ABV of Black Crown is a higher 6%, compared to 4.8% ABV for Bud. Los Angeles-based AB InBev brewmaster Bryan Sullivan was the creator of the beer, which was chosen by a panel of brewmasters as well as in tastings with 25,000 beer drinkers across the country.

Stores and bars will begin carrying Black Crown as early as January 21, to make sure it’s available in time for Super Bowl XLVII on February 3, when the first ad for the new label will be shown. The packaging is distinct from the brazen red of regular Budweiser, and features gold colors and black swoops. In addition to regular 12-oz. bottles, you’ll also see 22-oz. singles of the beer, mimicking another craft brew trend.

More flavor than Bud doesn’t really mean much, but we’re curious how the new beer tastes. Even if Black Crown doesn’t suck, we urge you to support your local craft breweries. “Taste is the new black,” the company says? No. No it’s not.

Recent Articles
spacer

Feedback

How are we doing? Tell us what you like or don't like and how we can improve. We would love to hear your thoughts!

*Name:
*E-mail:
*Suggestions:
 
Acclaimed Director Ridley Scott Has Made Seven Short Films for Hennessy X.O.

Acclaimed Director Ridley Scott Has Made Seven Short Films for Hennessy X.O.

Ridley Scott has directed a four-minute short film for Hennessy X.O. visualizing the seven flavors of the high...read more ›

by The Drink Nation Mar 4, 2019
Behind the Bar: Chris Morris, Master Distiller of Woodford Reserve

Behind the Bar: Chris Morris, Master Distiller of Woodford Reserve

On this edition of Behind the Bar, we had the honor to sit down with Chris Morris, the master distiller at Woo...read more ›

by The Drink Nation Feb 28, 2019
Haagen-Dazs is Making Booze-Infused Ice Cream

Haagen-Dazs is Making Booze-Infused Ice Cream

Step aside, after dinner drinks - Haagen-Dazs is releasing a line of spiked ice cream....read more ›

by The Drink Nation Feb 19, 2019
SPONSORED
Drink Nation Store Rectangle
Take a Tequila Tour Through Mexico on Jose Cuervo's New 'Tequila Train'

Take a Tequila Tour Through Mexico on Jose Cuervo's New 'Tequila Train'

If you love tequila and traveling in style, you're in luck - Jose Cuervo has a new all-you-can-drink tequila t...read more ›

by The Drink Nation Feb 19, 2019
You Can Now Drink Wine Out of a 'Pringles Can' Tumbler

You Can Now Drink Wine Out of a 'Pringles Can' Tumbler

After a news story about a woman in Texas who was asked to leave Walmart for drinking wine out of an empty Pringles can went viral, one enterprising E...read more ›

by The Drink Nation Feb 5, 2019
Behind the Bar: Dustin Wilson of Verve Wine & the SOMM Film Series

Behind the Bar: Dustin Wilson of Verve Wine & the SOMM Film Series

In this installment of Behind the Bar, we spoke to Dustin Wilson, a Master Sommelier who appeared in the SOMM ...read more ›

by The Drink Nation Jan 21, 2019
You Can Rent a 'Bubble Tap Trailer' To Serve Up Prosecco On the Go

You Can Rent a 'Bubble Tap Trailer' To Serve Up Prosecco On the Go

If you're looking for a unique feature for your next event, look no further - you can now rent a 'Bubble Tap T...read more ›

by The Drink Nation Jan 8, 2019
Ryan Reynolds & Aviation Gin Have Released a New, Hilarious Making-Of Video

Ryan Reynolds & Aviation Gin Have Released a New, Hilarious Making-Of Video

Ryan Reynolds & Aviation Gin have been teaming up to create some of the funniest ads in the business for quite...read more ›

by The Drink Nation Jan 4, 2019
Pedialyte Has a New Product That Might Help Cure Your Next Hangover

Pedialyte Has a New Product That Might Help Cure Your Next Hangover

If you've been picking up Pedialyte at the corner store after a long night of drinking, you're not alone — a...read more ›

by The Drink Nation Jan 4, 2019
Amy Poehler Has Opened a Wine Store in Brooklyn

Amy Poehler Has Opened a Wine Store in Brooklyn

Amy Poehler has a new role - she has opened a wine store, Zula Wines & Spirits, in Brooklyn's Park Slope, according to Eater. ...read more ›

by The Drink Nation Dec 11, 2018
SPONSORED
View all Articles

Sign up to get weekly drinking news, bar reviews, events and more sent directly to your inbox!

Close