Budweiser and Jim Beam to collaborate

Budweiser and Jim Beam to collaborate

Originally published in print in the IWSR

Iconic US brands Budweiser and Jim Beam have announced that they will begin a marketing collaboration that will see them launch a new beer in the autumn. A joint statement issued by the brand owners AB InBev and Beam Suntory said the partnership promises to deliver “unique product innovations, integrated marketing efforts and a unique way to delight both beer and Bourbon fans”.

In April the two brands began appearing together at bars and retail venues across the US, just in time for baseball season. Inspired by the ‘beer and a Bourbon shot’ occasion, the new on-premise cross merchandising program will feature Budweiser and Jim Beam Bourbon together.

In September the companies will unveil a new limited-edition collaborative beer – Budweiser Reserve Copper Lager. The Copper Lager is brewed with two-row barley and aged on Jim Beam Bourbon barrel staves. 

The deal is the latest in a series of collaborations between spirits producers and brewers. The partnership between Irish Distillers (Pernod Ricard) and Cork brewer Franciscan Well produced the highly successful Jameson Caskmates. 

For Budweiser the benefit is that it could potentially slow the decline in the US market where the brand has been consistently losing share to craft beer and spirits. Similarly, Jim Beam could also gain entry and relevance with the vast base of US beer drinkers.