NEWS19 September 2012

Budweiser launches new beers inspired by consumer feedback

North America

US— Budweiser is to sell three new varieties in its Project 12 scheme. The US initative involved an extensive experiential sampling push asking drinkers to choose new recipes from a selection of twelve.

Budweiser first began the scheme in early spring, asking twelve of its brewmasters across America to create new varieties of its beer. Six of these were then brewed and sent to events including the Budweiser Made in America music festival in Philadelphia over Labour Day weekend.

Consumers were asked to describe the taste, freshness, style and flavour of the six Project 12 beers and enter feedback on site via iPads.The feedback determined the three most popular brews – two lagers and a pilsner, which will be sold in a limited edition sampler pack from 29 October.

Budweiser says it will continue to request feedback from beer drinkers on the three beers, via a QR code on the package as well as an in-pack flighting sheet with room for tasting notes.

Rob McCarthy, vice president of Budweiser, said: “We listened to what our beer drinkers told us and we let them help us make the decision about what to bring to stores.”