Budweiswer Project 12 Lets Individual Brewers Switch Up the Recipe

By: Michael Hemsworth - Published: Mar 20, 2013 • References: anheuser-busch & thedieline
In an effort to give each of the brew manufacturers a little bit more control over the product, the Budweiser Project 12 is a completely different approach to beer branding and production. The 12 is in reference to the 12 breweries that produce Budweiser across the United States and the Project allows each of them to tweak the legendary recipe freely.

Budweiser Project 12 involves using six distinct recipes that are brewed at all of the locations across the country. What's more, the beer giant has rebranded the bottles that contain the varying brews to let consumers identify which batches they like and which they feel aren't the finest. Additionally, the favorites were voted on and the tallied results saw the winners were brewmasters in Los Angeles, St. Louis and Williamsburg. Stats for Location-Based Brew Branding Trending: Older & Mild
Research: 2,627 clicks in 166 w
Interest: 1.4 minutes
Concept: Budweiser Project 12
Related: 72 examples / 55 photos
Segment: Males, 18-55
Comparison Set: 26 similar articles, including: sculptural lid removers, jam jar booze branding, and charitable booze rebuttal campaigns.