The golden amber lager, Black Crown, was developed through a brewmasters project and consumer sampling.
Budweiser is planning to launch a new beer early next year, a golden amber lager developed through a crowdsourcing competition between the Brewmasters at it’s 12 breweries. For ‘Project 12′, the company worked together to create their own “tribute” beers to fit the Budweiser brand’s reputation for quality and consistency, which were then sampled across America.
The new ‘Black Crown’ variety emerged out of this competition, and has been modeled after the beer created at the Los Angeles brewery. Budweiser’s VP Rob McCarthy said in a statement to Ad Age:
Though originally created in L.A., it’s a beer born out of the collaboration of all of Budweiser’s 12 brewmasters. The beer is an amber lager that is a little darker than Budweiser, but is flavorful and like Bud, very drinkable.