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.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Marketing Manager

Amathus Drinks Plc
London, UK

Partner Manager - Managed On-Trade

Maverick Drinks
London, UK

Brand Manager

Hatch Mansfield
Ascot, Berkshire

Events Sales Executive

The Drinks Business Hong Kong
Hong Kong

Head of Sales

IWSC
London, UK

Logistic and Fullfilment - Whisky (and wine) administrator

Stilnovisti Ltd
London, United Kingdom // Dufftown, Keith, United Kingdom

Account Manager

Harviestoun Brewery
Field Based, UK

Buyer - Spain & South America

Enotria&Coe
London, UK

Events Sales Manager

Enotria&Coe
Field based - London or surrounding area

IBWSS China

Shanghai,China
5th Nov 2018

Exploring Beaujolais Wines Across The Years & Appellations

Manchester,United Kingdom
6th Nov 2018

Pink Rosé Festival

Cannes,France
7th Feb 2019
Click to view more

Rioja Masters 2018

Deadline : 26th October 2018

The Global Pinot Noir Masters 2019

Deadline : 1st November 2018

Click to view more

The Global Sparkling Masters 2018

As with all of the drinks business awards, our judging panel is comprised of Masters of Wine, Master Sommeliers and senior buyers making the competition globally renowned.

Champagne Masters 2018

Enter your wines into the Champagne Masters 2018, the only blind competition dedicated to Champagne in the UK.

Click to view more