Jim Beam and Budweiser are collaborating on a new beer

Drinks industry heavyweights Jim Beam and Budweiser are collaborating on a new beer, which will be available in the US just in-time for baseball season.

 

Jim Beam and Budweiser have created a beer together.

The new beer — Budweiser Reserve Copper Lager — was brewed using two-row barley and aged on Jim Beam Bourbon barrel staves, giving it unusual toasted oak notes on the nose and nuttiness on the palate, combined with caramel rye and vanilla flavours, according to the two brands.

The partnership also marks the launch of a new advertising campaign, which will see Jim Beam and the AB InBev-owned beer giant appear side-by-side in on-trade venues across the US.

It was created in a collaboration between Budweiser’s own brewmasters and the bourbon brand’s seventh generation master distiller Fred Noe, following the rising trends for spirits, wine and beer makers to team up and create cross-category products for an increasingly adventurous consumer base.

Last December, Irish distiller Jameson released a crossover drink of its own — Jameson Caskmates IPA Edition — a triple distilled whiskey finished in craft IPA-seasoned barrels.

Crossover products are not limited to whiskey and beer. Earlier this year a saké-brewer in Japan announced is catering to European tastes by ageing one of its sakés in oak wine barrels.

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