Two of America’s most storied brands are partnering up to celebrate their history and look toward the future. Budweiser and Jim Beam are launching a new cross-merchandising program this spring and a new collaborative brew that will be available this fall.
Inspired by “a beer and a shot,” Budweiser and Jim Beam bourbon will appear together at bars and retail locations across the country from New York to California. Starting this month, you can get a Bud or Bud Light and a bourbon shot as the companies mark their 365 collective years of stateside distilling and brewing history.
Then in September, Budweiser’s brewmasters and Jim Beam’s seventh generation Master Distiller Fred Noe will celebrate the upcoming 85th anniversary of Prohibition’s repeal with the unveiling of a new limited-edition collaborative brew called Budweiser Reserve Copper Lager.
The new beer is 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.
“We are very excited about this partnership not only because both brands share common history but also an obsession for quality and a decade’s long connection to America,” said Ricardo Marques, vice president of marketing for Budweiser, in a press release issued by the two companies. “This is a truly unique partnership and innovation that will surely drive excitement with our drinkers.”
Given that more beer brands are working with distillers to create unique craft beers, the collaboration between the brewer and the whiskey maker is poised to be a successful one. As the market share for craft brews and American whiskey continues to grow, expect to see more partnerships like this one.
The partnership makes sense, as the two American icons share some history. They each survived Prohibition, with fourth generation James B. Beam rebuilding the Kentucky distillery in just 120 days after the 21st Amendment repealing Prohibition in the United State was ratified, and the St. Louis based-Budweiser creating non-alcoholic packaged goods to keep the company running during the time in which they were not allowed to produce beer.
“This partnership feels especially natural given our brands’ common values and the pivotal roles they’ve both played in American history,” said Rob Mason, vice president of marketing for Jim Beam. “Our family distillers have produced ‘America’s Native Spirit’ since 1795, using traditions and techniques passed down through the generations. This is another exciting milestone in Jim Beam’s history.”