Anheuser-Busch Monday began test-marketing Monday a new Budweiser product that has slightly more hops flavor, while offering a lower carbohydrate and calorie content than any product in the Budweiser family, including Bud Light.
Don Meyer, director of new products at A-B’s domestic brewing unit, Budweiser Select remains an American-style lager although it has more hops flavor. “You get a real good taste upfront, but it is a clean-finishing beer with no aftertaste,” he said.
Anheuser-Busch created the taste by doubling the length of time the mash spends in the brew kettle and adding a different blend of imported and domestic hops. It also uses roasted specialty malts to give the beer a richer color.
“We did specifically look for hops that were very aromatic so that you get a real good, full-flavored taste profile on the front-end,” Meyer said.
With 99 calories and 3.1 grams of carbohydrates per 12-ounce serving, Budweiser Select will have the lowest carb and calorie count of any Budweiser product. However, Anheuser-Busch won’t be marketing Budweiser Select on its calorie and carb content.
“Our goal was to create a new beer with a great, crisp taste that finishes clean, that adults would enjoy regardless of calorie or carb concerns,” he said.
The company is also promoting the beer with an Internet-based campaign and will hold Sunday “bartender balls” at each of the test-markets aimed at introducing the beer to select bartenders, waiters and waitresses.
The seven test-markets are: Austin, Texas; Deptford, N.J., a suburb of Philadelphia; Athens, Ga.; Des Moines, Iowa; Green Bay, Wis.; Sacramento, Calif.; and Nashville, Tenn. The beer will be priced the same as Budweiser and Bud Light.
