Budweiser and Jim Beam Announce Beer Collaboration, Cross-Merchandising

Budweiser and Jim Beam have kicked off a new collaboration.

Starting this month, the two brands will begin appearing together at bars and retail venues across the country. Inspired by the “beer and a bourbon shot” occasion, the new cross-merchandising program will feature Budweiser and Jim Beam bourbon together as a pairing.

Following, in September, Budweiser’s brewmasters and Jim Beam’s seventh-generation Master Distiller Fred Noe will celebrate the upcoming 85th anniversary of the Repeal of Prohibition with the unveiling of a new limited-edition collaborative brew – Budweiser Reserve Copper Lager.

The copper lager is brewed with two-row barley and aged on Jim Beam bourbon barrel staves to create a toasted oak aroma and nutty taste with caramel rye and vanilla notes, the company says.

The partnership between Budweiser and Jim Beam aims to deliver unique product innovations and integrated marketing efforts, the companies say. The two brands will lean on their American heritages in the promotions and product launches.

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