Jim Beam and Budweiser to launch beer togetherBy Amy Hopkins
Jim Beam has joined forces with Budweiser to launch a cross-merchandising campaign and new collaborative beer – Budweiser Reserve Copper Lager.
The partnership will launch in the US this spring before the baseball season begins. Both brands will feature side by side in on-trade venues across the States, capitalising on the ‘beer and a Bourbon shot’ occasion.
In September, Jim Beam and Budweiser’s limited-edition collaborative brew will be released ahead of the 85th anniversary of the end of Prohibition.
Budweiser Reserve Copper Lager is the work of Budweiser’s brewmasters and Jim Beam’s seventh generation master distiller Fred Noe. It is brewed with two-row barley and aged on Jim Beam Bourbon barrel staves to give toasted oak notes on the nose and nuttiness on the palate, combined with caramel rye and vanilla flavours.
Rob Mason, vice president of marketing for Jim Beam, said: “This partnership feels especially natural given our brands’ common values and the pivotal roles they’ve both played in American history.”