ST. LOUIS ? And then there were three. ?Project 12? started in the early spring when a dozen Budweiser brewmasters across America were asked to write a unique beer recipe worthy of the Budweiser name. After internal discussion and debate, six of the recipes were brewed in small batches. Now, after a summer-long nationwide sampling effort involving thousands of consumers at dozens of events, U.S. beer drinkers have helped Budweiser decide which three beers would be available for sale in a limited-edition sampler pack this fall.
The ?winning? recipes, named for the ZIP Code in which the beer was originally brewed, are from brewmasters at the Budweiser breweries in Los Angeles, St. Louis and Williamsburg, Va. Tens of thousands of consumers tasted and gave feedback about the Project 12 beers.
?We?ve never done anything like this before,? said Rob McCarthy, vice president of Budweiser, in a press release. ?With all this feedback from consumers, I guess you can call this the largest focus group in Budweiser history, maybe even beer history. There really were no winners or losers with Project 12, but we wound up with three great beers that slightly edged out the others.?
The limited edition sampler pack, available for sale starting on Oct. 29, is a 12-bottle package containing four each of the special ?ZIP Code? beers. These beers are Budweiser Batch No. 91406 (Los Angeles); Budweiser Batch No. 63118 (St. Louis); and Budweiser Batch No. 23185 (Williamsburg, Va.).
Budweiser will continue to request feedback from beer drinkers on these three beers. Via a QR code on the package, as well as an in-pack flighting sheet, the brand is asking consumers their opinions of these three new Budweiser-inspired beers. The flighting sheet also includes tasting notes and details about each beer for in-home tastings.