Budweiser Black Crown, the latest of Anheuser-Busch's higher-alcohol beers, will get its debut during the Super Bowl.
The first ad for the amber lager will run during Super Bowl XLVII on Feb. 3, with the product available nationwide on store shelves Jan. 21, A-B said Tuesday.
The beer's recipe came from a challenge the brewer set for its 12 brewmasters, dubbed Project 12, to develop a unique take on its flagship Budweiser. Customers were able to sample the offerings during the test phase over the last year, and the winning result - developed by Los Angeles brewmaster Bryan Sullivan - was Budweiser Black Crown.
"It didn't matter where in the United States we asked, this is the beer that consistently drew the best feedback, and overwhelmingly so," Budweiser Vice President Rob McCarthy said in a statement.
Like A-B's new Beck's Sapphire, an extension of Beck's beer that was unveiled last week, Budweiser Black Crown has 6 percent alcohol content, up from Budweiser's 5 percent.
"It stays true to the original Budweiser recipe but has its own unique take," said Nate Scudieri, Budweiser Black Crown's senior brand manager. "It's flavorful, smooth and highly drinkable."
Budweiser Black Crown is available in 12-ounce glass bottles in six- and 12-packs and 22-ounce single bottles.
The ad campaign includes plans for billboards, digital, radio and print, featuring the Twitter hashtag #TASTEIS.
Budweiser Black Crown is brewed in St. Louis; Los Angeles; Columbus, Ohio; and Williamsburg, Va.
A-B used the Super Bowl's massive TV audience last year to debut another brand extension, Bud Light Platinum.
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