USA: Anheuser-Busch to produce a new specialty beer at its Columbus brewery
Anheuser-Busch intends producing a specialty beer at its Columbus brewery that will be distributed exclusively in Ohio. The new beer will appear on tap June 26, reported Columbus Dispatch on April 4.
Consumers can log on to OriginalBeers.com until April 30 to vote for one of three beers. The recipes and names were designed by a team of eight Anheuser-Busch employees in Columbus.
The contenders:
-Burnin’ Helles, a malty, Bock-style lager for "a little bit of the devil in you."
-Racer Snake Red, an American-style amber, named after Ohio’s oft-overlooked state reptile.
-Old Eyepopper, a blend of caramel and chocolate malts.
The winning brew will be announced in mid-June, just before the product becomes available in bars and restaurants. The brew is draft only and will not be sold in stores.
Anheuser-Busch launched a similar campaign in Merrimack, N.H. New Hampshire and Ohio were chosen because they have "a good, young adult base of beer drinkers and a lot of local pride," said Dave Wolfe, product manager with Anheuser-Busch’s new product and innovations group in St. Louis. If the beers are successful, the company may brew specialty beers for each of the 12 states where it has breweries, he said.
The promotion also is a response to the popularity of craft brews, which are high-quality, all-malt beers usually made by small, regional brewers. Craft beer is the fastest growing segment of the U.S. alcohol industry, logging 9 percent growth in 2005. During the same time, non-craft beer sales declined.
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