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Is Budweiser Black Crown a Distinctive Beer?
By: Cindy Wendland
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Anheuser-Busch, the maker of Budweiser, set out to rejuvenate their product line with a new beer. Black Crown was born from a collaborative process where 12 beers were created from their brewmeisters. Customers then taste tested the beers to select the final version. Budweiser set out to create the smoothest, most distinctive beer. Did they do it?

Black Crown is a 6% golden amber lager brewed with toasted caramel malt, a variety of American hops, and aged over Beechwood chips. It was introduced in the U.S. a year ago.

Budweiser put emphasis on increasing consumer engagement with social media. Posts on Facebook show that people seem excited to try the product but can’t get it when they are out on the town. Budweiser did respond by providing a link to a store locator website page. The choices are to enter your zip code and select “Night In” or Night Out.” If you want to try the product on a “Night Out,” unfortunately, you get the message “Due to state law, we cannot direct you to a specific retailer.” A wholesaler is listed but without a phone number. Most people would bail at this point and not go through the effort to call the wholesaler to find a location to try Black Crown out on the town. It's tough to build a following when people can't get the product.

Reviews have made mention of the 6% alcohol content in the beer. It’s at the higher end of the scale of alcohol content for Anheuser-Busch, but not significant in comparison with the range of other beers. It’s a feature to be noted but not distinctive. Check it out at: http://www.alcoholcontents.com/beer/.

As far as sales data, analysts don’t see significant numbers for Black Crown. Anheuser Busch states that they are pleased with the product as far as increasing their beer reach on other types of occasions and helping the mother brand overall. So, Budweiser Black Crown isn’t expected to be a strong brand. It is expected to fill a space and keep the Budweiser name out there. Black Crown is a supporting brand, but not a distinctive beer that will take over the world.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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