By Barry Janoff
January 8, 2013: Anheuser-Busch, which has reigned supreme as the exclusive Super Bowl broadcast beer company since 1989, plans to use one and potentially two of its estimated six-to-eight 30-second spots on Feb. 3 to unveil Budweiser Black Crown.
The new brew was the result of Budweiser asking its 12 brewmasters "to envision their own unique version of one of the world’s most iconic beers."
Anheuser-Busch said that Budweiser Black Crown would be available for purchase starting Jan. 21.
The TV spot or spots on CBS during Super Bowl XLVII would be part of a multi-media push to also include print, radio, outdoor, digital and social media destinations at Facebook and Twitter. Lead agency is Anomaly.
Anheuser-Busch did not reveal creative details but said the initial spot was filmed last month in Los Angeles.
According to the company, Budweiser Black Crown "retains the key characteristics of Budweiser with its clean taste and high drinkability. Featuring more body, color and hop character than the flagship lager, it also has a slightly higher alcohol content at 6% ABV."
“Our research shows that after beer drinkers try Budweiser Black Crown, 84% would purchase it,” Nate Scudieri, senior brand manager for Budweiser Black Crown, said in a statement. “It stays true to the original Budweiser recipe but has its own unique take. It’s flavorful, smooth and highly drinkable.”
According to Rob McCarthy, vice president for Budweiser, the beer will be sold nationwide in 12-ounce glass bottles available in six- and 12-packs and in 22-ounce single bottles. It will be available both on-premise (bars and restaurants) and off-premise (grocery stores, supermarkets and convenience stores).
Thirty-second spots for Super Bowl XLVII have been going for upward of $3.8 million, according to industry analysts. CBS president/CEO Les Moonves said that at least one slot has sold for $4 million. However, companies such as Anheuser-Busch that buy multiple spots generally get a reduced-rate package.
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