Thursday, April 05, 2018


Beam Suntory, has announced a new collaborative merchandising programme and beer launch, involving its Jim Beam bourbon brand and Budweiser.

The two iconic American brands, which share 365 collective years of distilling and brewing history, will begin appearing together at bars and retail venues across the US in the spring. This will be followed by the launch a new collaborative beer in the autumn.

Jim Beam and Budweiser announce new merchandising and beer collaboration

In September, Budweiser’s brewmasters and Jim Beam’s seventh generation Master Distiller Fred Noe, will celebrate the 85th anniversary of the Repeal of Prohibition, with the unveiling of 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 to create what is described as a toasted oak aroma and deliciously nutty taste with caramel rye and vanilla notes.

Commenting on the news, Rob Mason, Vice President of Marketing at Jim Beam, said: “This partnership feels especially natural given our brands’ common values and the pivotal roles they’ve both played in American history. 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.”

The partnership between Jim Beam and Budweiser, promises to deliver unique product innovations, integrated marketing efforts and a unique way to delight both beer and bourbon fans. The two brands will lean on their American heritage to deliver a modern drinking experiences this year and beyond.

Posted by Steve Rush