Let The Secrets Begin: Highly-Anticipated Oculto Launches On Friday The 13th

New Lager Blended with Beer Aged on Tequila Barrel Staves Hits Shelves Today

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Mar 13, 2015, 01:36 ET

ST. LOUIS, March 13, 2015 /PRNewswire/ -- Beginning today, Oculto is available on shelves and at high-end bars, clubs and restaurants nationwide. Inspired by and brewed for nightlife, Oculto combines the social invitation of beer with the exciting nature associated with tequila—for a step in creating an entirely new category.

Oculto is infused with blue agave for a bright citrus flavor that delivers a smooth, bold taste. With a premium look, unique flavor, seductive positioning and 6-percent ABV, Oculto is designed to tap into late night occasions.

Oculto, which launched nationwide on Friday the 13th, is a unique lager blended with beer aged on tequila barrel staves.

"Beer drinkers and partygoers are seeking unique, surprising 'mash-up' experiences," said Jorn Socquet, vice president of marketing, Anheuser-Busch. "We worked off untapped insights to bring an innovation that delivers against that expectation. We have a totally surprising brand that revolves around mystery and intrigue—with a product that hits home with consumers looking for ways to break free from the everyday and find something exciting ... an unexpected 'mash-up.'"

Oculto means "hidden" or "waiting to be found" in Spanish. Bringing the brand to life right out of the gate, Oculto launched on Friday the 13^th to emphasize unparalleled positioning that will carry over to all consumer engagement moments. From immersive events to engaging social media to best-in-class partnerships, it is all about tapping into the spontaneous nights out with friends. In 2015, the secrets of Oculto will be revealed—and consumers will be inspired to share secrets of their own.

"While launching on Friday the 13^th may seem unlucky, we're challenging the superstition," said Socquet. "It fits Oculto perfectly. It's unique. From our approach to our packaging, we're doing things differently."

Oculto packaging is an innovation in and of itself. It brings to life a look that is premium, seductive and energetic. It features a multi-sensory experience, including multiple crown graphics, tactile printing and black-light inks. The Oculto bottle has a signature mask shape and detailed embossing for a distinctive look and feel. A host of discoverable elements are embedded in the bottle design, including hidden messages and eyes that appear when cold. The can also showcases a tactile feel that is a breakthrough for beer in the U.S.

Oculto is available at high-end bars, clubs and restaurants, as well as many grocery and liquor stores across the U.S. in 12-pack, 12 oz. bottles; six-pack 12 oz. bottles; 25 oz. cans; and 16 oz. cans. To unlock the world of Oculto visit www.Facebook.com/Oculto. Follow us on Twitter and Instagram @Oculto_US and let the secret making begin.

About Oculto
Oculto is a unique lager blended with beer aged on tequila barrel staves and natural flavors. With premium packaging, unique flavor, seductive personality and 6-percent ABV, Oculto is designed for late-night, spontaneous occasions.

Media Contact:
Jeff Grass, Oculto
314.765.2126
[email protected]

Photo - http://photos.prnewswire.com/prnh/20150313/181578

SOURCE Anheuser-Busch