Busch Rolls Out First New Beer In More Than 15 Years: Busch Signature Copper Lager

First and Only Copper Lager in Value Beer Category Offers Signature Smooth Taste With 5.7% ABV; Busch Signature Copper Lager is Perfect for Those "Slightly-More-Special Occasions"

News provided by

Anheuser-Busch

Feb 13, 2014, 08:00 ET

ST. LOUIS, Feb. 13, 2014 /PRNewswire/ -- Busch Signature Copper Lager hit shelves this week in select regions across the United States, marking the arrival of the first liquid innovation for the Busch brand in more than 15 years and the first copper lager value beer on the market. The new brew – available in 12 states across the Midwest – offers Busch drinkers a slightly-more-flavorful beer for that slightly-more-special occasion.

(Photo: http://photos.prnewswire.com/prnh/20140213/CG64664)

Busch Signature Copper Lager is loaded outside the Champions #4 Copper Mine Shaft House in Painesdale, MI. The new brew is a full-bodied lager that introduces the richness of roasted caramel malts to the classic Busch recipe. Busch Signature Copper Lager is now available 12 states across the Midwest. (PRNewsFoto/Anheuser-Busch) (PRNewsFoto/ANHEUSER-BUSCH)

"For Busch drinkers who work hard and want to celebrate an accomplishment, big or small, we created a smooth-tasting copper lager for those moments in life that deserve something slightly more special," said Edison Yu, vice president of value brands at Anheuser-Busch. "Busch Signature is the first and only copper lager in the category and a simple, approachable choice for consumers that seek a more flavorful beer without any of the pretentiousness."

Busch Signature Copper Lager offers bold flavor without sacrificing affordability. Proudly brewed with grains from America's heartland, the new beer is a smooth, full-bodied copper lager that introduces the richness of roasted caramel malts to the classic Busch recipe. The result is a sweet aroma, signature smooth taste, clean finish and distinctive copper color.

Busch Signature Copper Lager gives Busch drinkers the same smooth, signature taste they have come to expect from Busch beer, enhanced with a full-bodied premium taste and 5.7% alc/vol.

Whether you are stocking the fridge for a get together with a few of your favorites or picking up a six pack for the championship tailgate, Busch Signature Copper Lager is the perfect complement to any event with cause for a bit more celebration. Busch Signature Copper Lager is now available in Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, South Dakota and Wisconsin. It is available in three pack sizes: 12-pack 12 oz. bottles; six-pack 16 oz. cans; and 25 oz. cans.

To usher in the new beer, Busch is offering fans a penny for their thoughts – literally. At select establishments across the Midwest, consumers who provide their thoughts on the taste and look of the new brew will receive a penny along with a limited-edition Busch Signature Copper Lager coaster to commemorate Busch's first liquid innovation in nearly two decades. Dates and locations for the Busch Signature Copper Lager sampling events will be announced in the coming weeks.

The concept and packaging for Busch Signature Copper Lager – developed in partnership with LPK Cincinnati – feature a familiar mountain landscape with a revamped copper color scheme.

For more information on Busch Signature Copper Lager, visit www.Busch.com or www.Facebook.com/Busch.

Anheuser-Busch
For more than 160 years, Anheuser-Busch and its world-class brewmasters have carried on a legacy of brewing America's most-popular beers. Starting with the finest, all-natural ingredients sourced from Anheuser-Busch's family of growers, every batch is hand-crafted using the same exacting standards and time-honored traditions passed down through generations of proud Anheuser-Busch brewmasters and employees. Best known for its fine American-style lagers, Budweiser and Bud Light, the company's beers lead numerous beer segments and combined hold 47.6 percent share of the U.S. beer market. Anheuser-Busch is the U.S. arm of Anheuser-Busch InBev and operates 12 local breweries, 17 distributorships and 23 agricultural and packaging facilities across the United States, representing a capital investment of more than $15.5 billion. Its flagship brewery remains in St. Louis, Mo., and is among the global company's largest and most technologically capable breweries. Visitor and special beermaster tours are available at its St. Louis and four other Anheuser-Busch breweries. For more information, visit www.anheuser-busch.com.

For more information, please contact:
Nick Eickemeyer
Zeno Group
(312) 396-4397
[email protected]

SOURCE Anheuser-Busch