Bud going black?
Looks like Anheuser-Busch is readying a whole new salvo of brews, all with one thing in common: They're dark.
The brewery recently received federal labeling approval for five new premium lagers, all extensions of their current brands and all amber or black in color.
Budweiser Black Crown, Beck's Black Jewel, Michelob Black Bock, Busch Black Light Lager and Rolling Rock Black Rock all boast 6 percent alcohol by volume, according to their labels. That's higher than any of these brews currently - like Bud Light Platinum, which A-B launched to strong sales earlier this year.
While Platinum was in part a bid to lure spirits drinkers back to Anheuser-Busch products, the "black" line may be aimed at a different set: The craft crowd. A-B has lost market share in recent years to more flavorful craft beers and is beginning to swing back.
It bought Chicago craft label Goose Island last year and is quickly expanding it. And a seasonal run of its Bud "Brewmasters" collection is due to hit shelves at the end of this month. A full line of flavorful brews with familiar names could be a play to go even bigger. Indeed, Beer Business Daily says Bud Black Crown - an amber lager - looks like a direct shot at one of the most popular independent brews around: Yuengling, which has been eating Bud's lunch in the Northeast of late.
Lager Heads reached out to the brewery this morning, to see if anyone would talk about their strategy, or for any clue on when these beers might hit store shelves. If we hear back, we'll let you know.
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