'Project 12' is Back: Budweiser Brewmasters Surprise Beer Drinkers With Three New Brews
Budweiser's Project 12 – the brewmaster innovation platform that resulted in the introduction of Budweiser Black Crown – is back with three new beers named for the ZIP codes where the beers were brewed, beginning Oct. 28.
The premise is simple: Budweiser's team of brewmasters develop new beer recipes featuring the signature yeast first used by Adolphus Busch in 1876, creating brews that exhibit Budweiser's clean and crisp taste while expanding the brand's offerings.
"Our brewmasters are the best in the business and the quality of our brewing standards is unmatched," said Brian Perkins, vice president, Budweiser. "'Project 12' showcases our brewmasters at the top of their game, challenging them to create new recipes that stay true to the Budweiser taste profile while also introducing unique, new flavors."
The three small-batch Budweisers named for the ZIP code where the beer is brewed include:
Batch 94534 (Fairfield, Calif.): Brewed with a unique blend of North Pacific hop varieties, including Cascade and Palisade, this bold, hoppy lager is 5.5 percent alcohol by volume (ABV) and offers a distinct taste of the American Northwest.
Batch 23185 (Williamsburg, Va.): Aged on a bed of bourbon barrel staves and vanilla beans, this light amber lager indulges the sweet side and features a 5.5 percent ABV.
Batch 43229 (Columbus, Ohio): Brewed with chocolate and caramel malts for a rich auburn appearance and finished on Beechwood chips for a crisp, clean taste, this deep amber lager is 6 percent ABV.
On Labor Day weekend, Budweiser hosted a sampling event at the Budweiser Made in America Music Festival, giving adult concert-goers an exclusive chance to taste and provide feedback on the beers featured in the soon-to-be-released sampler pack.
"The initial response from beer drinkers has been overwhelmingly positive," said Pete Kraemer, head brewmaster, Anheuser-Busch. "Each of the three beers has a distinct taste with a common thread. 'Project 12' is all about showcasing brewing creativity and credentials, and making beer drinkers happy. We are confident we've achieved that with the 2013 edition."
Last year, a groundswell of positive feedback led Budweiser to introduce Budweiser Black Crown – originally known as Project 12's Batch 91406 – as a permanent extension to the Budweiser brand during Super Bowl XLVI.
