Michelob Taps Heritage

For the first time, Michelob Light will also be brewed with 100 percent malt for a full and complex flavor, creating a distinctive profile. Michelob AmberBock will move to all-malt as well, while retaining its award-winning taste and signature drinkability.

24/02/07 Anheuser-Busch is introducing Michelob Lager and Michelob Light in elegantly re-designed embossed teardrop bottles based on the original package launched in 1961. Known as “a beer for connoisseurs,” Michelob’s historical roots date back to 1896 when Adolphus Busch, the company’s founder, made a decision to brew the world’s finest beer available exclusively on draught.

“The teardrop bottle was originally created to make the beer immediately identifiable in even a darkened bar or restaurant, and we’re going back to those roots,” said Eduardo Pereda, director of marketing, Michelob Family, Anheuser-Busch, Inc. “We think the tradition of the new bottles and the all-malt recipes will give adult beer drinkers two great reasons to rediscover Michelob.”

Michelob was originally an all-malt beer when it was first brewed in 1896. Drawing on that tradition, Michelob will again be brewed using 100 percent malt. For the first time, Michelob Light will also be brewed with 100 percent malt for a full and complex flavor, creating a distinctive profile. Michelob AmberBock will move to all-malt as well, while retaining its award-winning taste and signature drinkability.

Brewing Michelob, Michelob Light and Michelob AmberBock with 100 percent malt using a traditional mashing process results in a taste befitting the heritage of these great beers,” said Doug Muhleman, group vice president, Brewing Operations and Technology, Anheuser-Busch, Inc. “The taste will reflect the basic style that Michelob is known for – but with an added dimension of taste intensity.  The beer will have rich toasted maltiness, a balanced hop profile from the use of noble aroma hop varieties, a rich color and a smooth velvety finish.”

At the time of its creation, the teardrop bottle was described by beer writers as a revolutionary packaging innovation. Anheuser-Busch hired a designer to develop a unique bottle that would be recognizable in the low lighting of a lounge, while also appropriate for home dining and entertainment. The result was the teardrop bottle which balanced well with an easy grip for pouring.

Michelob and Michelob Light will not be the only brands undergoing a packaging change. Michelob AmberBock and all of Anheuser-Busch’s specialty beers under the Michelob family brand name will now be packaged in a new embossed bottle with a raised ridge around the neck.

To support the new Michelob AmberBock bottle design, Anheuser-Busch has partnered with Riedel Development USA, the world’s premier glass manufacturer, to create a custom-designed glass with an outward angled gold rim to complement the complexity, quality and taste of Michelob AmberBock. These glasses will be available in select bars and restaurants where AmberBock is served.

The new Michelob and Michelob Light teardrop bottles will be available nationwide by Feb. 26 and the Michelob AmberBock bottle will be available nationally by March 5. All new packages will be available in the same on- and off-premise locations where these brands are currently found. The new teardrop bottle is being supported by national product-focused television, print, radio and outdoor advertising focused on the new teardrop bottle.

Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 48.8 percent share of U.S. beer sales. The company brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser-Busch also owns a 50 percent share in Grupo Modelo, Mexico’s leading brewer, and a 27 percent share in Tsingtao, the No.1 brewer in China.  Anheuser-Busch ranked No. 1 among beverage companies in FORTUNE Magazine’s Most Admired U.S. and Global Companies lists in 2006.  Anheuser-Busch is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is America’s top recycler of aluminum cans.