Budweiser and Jim Beam Bourbon officially unveil their highly anticipated collaborative brew Budweiser Reserve Copper Lager. The new beer celebrates two all-American brands that survived Prohibition and have thrived in their respective businesses for a collective 365 years. The third instalment in Budweiser’s Reserve Collection, Copper Lager, will be available nationwide through the holiday season.
Copper Lager is an American lager-style beer, brewed with two-row barley and aged on Jim Beam bourbon barrel staves. The charred American oak staves, which previously served as barrels aging Jim Beam for four years, create a toasted oak aroma, while the beer has a deliciously nutty taste with caramel rye and vanilla notes and the classically smooth Budweiser finish. The new specialty beer will be available in heritage glass bottles and on draught at bars across the country.
“We’re very excited to bring the highly anticipated Budweiser Reserve Copper Lager to beer and bourbon aficionados from across the country,” said Ricardo Marques, Vice President of marketing for Budweiser. “By working closely together with our friends at Jim Beam, we’ve brewed something truly unique that stays true to the incredible legacy of these two American icons.”
This year marks the 85th anniversary of the Repeal of Prohibition and both brands share unique histories of surviving the 13 years in which America went dry. The partnership between Budweiser and Jim Beam began in April as a cross-merchandising program and now includes Copper Lager, a uniquely innovative beer combining the heritage, quality and passion from both companies.
“As the category leader in bourbon production and innovation, we are especially particular about the brands with whom we choose to partner,” said Rob Mason, Vice President of marketing for Jim Beam. “Budweiser is the perfect match for Jim Beam – an all-American beverage icon with generations of family heritage, tradition and craftsmanship. We are thrilled that Fred Noe, our 7th Generation Master Distiller, had the opportunity to collaborate with Budweiser’s brewmasters to deliver such a unique and bourbon-forward beer.”
Copper Lager will be supported with a 360-degree campaign including TV, Digital & OOH. Budweiser will feature MCA Nashville and Interscope Recording Artist Kassi Ashton and the world-famous Budweiser Clydesdales within the campaign. Budweiser and Jim Beam will continue to collaborate through co-branded programming at bars and retail venues across the country.