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ST. LOUIS -- This fall, Anheuser-Busch (A-B) will roll out a brand extension of its flagship Budweiser lager, called Budweiser American Ale. It will be a darker, richer beer, Advertising Age reported, citing Marlene Coulis, A-B's vice president of consumer strategy and innovation.
The move comes weeks after A-B rival, Miller Brewing Co., rolled out a three-label Miller Lite Brewers Collection, consisting of craft-style beers under the Miller Lite brand umbrella, the report stated.
However, Coulis told the magazine the real model was A-B's Michelob brand family, which has been spinning off new craft styles for more than a decade. The beer, scheduled to launch Oct. 6, was designed to help its flagship brand capitalize on consumer preferences towards imports and crafts over macrobrews.
"Michelob was a perfect model for this," Coulis said. "Obviously seeing the growth that's occurred in craft and micros, it's a perfect opportunity for us."
Coulis was unable to discuss the scale of the Budweiser American Ale launch.
In addition, A-B plans to launch a lime-flavored version of another Budweiser extension, Bud Light, this May, according to the Advertising Age report.