Beer brewer hopes to increase sales with new television show airing January next year.

Anheuser-Busch is one of the largest brewers globally by sales, but its flagship Budweiser brand isn’t doing so well compared to Bud Light, which happens to be a top selling beer in the U.S. The beer company hopes to change this as it ventures into reality TV with an hour-long game show. ‘Bud United present: The Big Time’ will feature amateurs competing in various talents like sports, music and cooking.

The winner of each segment gets to have a once-in-a-lifetime-opportunity to meet with a famous celebrity in their field. For example, the winner of the music competition gets to perform with Lady Gaga and Sting in Las Vegas.

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