A-B to launch new pilsner
10 brewers on 4 continents combine to develop beer
May 27, 2003 - Anheuser-Busch's top brewmasters have teamed up to create Anheuser World Select, a continental pilsner beer.
"We challenged our top brewmasters representing 10 countries around the globe to collaborate and create something extraordinary," said August A. Busch IV, Anheuser-Busch president. "The result is ... a world-class beer brewed fresh in America."
Anheuser-Busch brewmaster Nathaniel Davis was among those involved with the project that brought together the expertise of brewmasters representing 10 countries Ireland, Spain, Italy, Korea, Japan, Canada, China, Argentina, UK and the United States. "It was very rewarding to collaborate with other brewmasters from all over the world different languages, different views and eventually develop one beer," Davis said. "Anheuser World Select is a classic, pilsner-style beer with a taste that features a distinctive hop note and full malt flavor.
"Our team of brewmasters used the finest natural ingredients including European noble hops and North American two-row and Munich barley malts. Brewing this beer here in the U.S. allows beer lovers an opportunity to enjoy a sophisticated pilsner at its best when it's fresh."
The company's ad campaign for the beer will have the tagline "Ten Brewmasters. Four Continents. One Beer." It will include TV, print, transit and outdoor advertising, as well as point-of-sale and promotional items.
Anheuser World Select, 5 percent alcohol by volume, will be available in late May in Atlanta; Denver; Las Vegas; Los Angeles; New York City; Hawaii; Jersey Shore, N.J.; Newport, R.I.; London and Hong Kong. It will be brewed at the company's Baldwinsville, N.Y., brewery and initially packaged in six- and 12-pack, 12 oz. green glass bottles, and 1/2 and 1/6 barrels on draught. In September it will also come in a 24-ounce single serve bottle. Pricing will be comparable to import beers, the company said.
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