Budweiser and Jim Beam join forces to create new brew

05-Apr-2018 - Last updated on 05-Apr-2018 at 08:43 GMT

Budweiser and Jim Beam are embarking on a ‘new friendship and marketing collaboration’, which will include the launch of new collaborative brew, Budweiser Reserve Copper Lager, later this year.

The two brands will start to appear together this month at bars and retail venues across the US, in time for the baseball season.

“Inspired by the “beer and a bourbon shot” occasion, the new on-premise cross-merchandising program will feature Budweiser and Jim Beam bourbon together for the perfect pairing,” says a statement from the two brands.

In September, Budweiser Reserve Copper Lager – a limited edition brewed with two-row barley and aged on Jim Beam bourbon barrel staves to create ‘a toasted oak aroma and deliciously nutty taste with caramel rye and vanilla notes’ – will be launched. The new brew will celebrate the 85^th anniversary of the Repeal of Prohibition.

Anheuser-Busch’s Budweiser beer and Beam Suntory’s Jim Beam bourbon together boast 365 collective years of American brewing and distilling history.

“The partnership between Budweiser and Jim Beam promises to deliver unique product innovations, integrated marketing efforts and a unique way to delight both beer and bourbon fans,” say the two companies.

“The two brands will lean on their incredible American heritage to deliver a modern drinking experience this year and beyond.”