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HomeBrand & LifestyleCollaborationsBudweiser, Jim Beam join hands for new beer. All details inside

Budweiser, Jim Beam join hands for new beer. All details inside

What if your favourite beer and whiskey come together in the same glass? Don’t be surprised, it’s possible now.

In a first-of-its-kind marketing partnership, Budweiser and Jim Beam are bringing together a major beer and whiskey brand called ‘Budweiser Reserve Copper Lager’.

Several media reports suggest the beer will be brewed with two-row barley and then aged on Jim Beam bourbon barrel staves.

The limited-edition alcoholic beverage is all set to launch in September on the 85th anniversary of the repeal of Prohibition.

“This partnership feels especially natural given our brands’ common values and the pivotal roles they’ve both played in American history,” said Rob Mason, VP of marketing for Jim Beam in a press release from both brands.

Before then, the two brands will begin appearing together at bars and are planning to launch a “beer and a bourbon shot” promotion at bars across the country.

The “beer and a bourbon shot” promotion starts rolling out this month.

Budweiser’s Reserve Copper Lager will be brewed with two-row barley to create a toasted oak aroma and deliciously nutty taste with caramel rye and vanilla notes, according to the official press release.

With this association, Bud and Jim Beam will face competition from other rival brands that are also blurring the lines between liquor and beer.

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