Last year Budweiser started a new venture to get more people to drink Budweiser and expand their brand. This adventure was called Project 12. The idea is simple and cool. All the head brewers from all the Budweiser plants get to make a beer however they want… as long as they use the same yeast. This is very important and will be discussed more later. The yeast they were given is the same yeast they always use for all their beers, “the signature yeast first used by Adolphus Busch in 1876, creating brews that show Budweiser’s clean and crisp flavor.”
You may not have heard of Project 12 before but what you did hear about, unless you missed Super Bowl XLVI, is Budweiser Black Crown. Black Crown won the Project 12 competition last year and got released as a major nationwide roll out featuring far too many confusing commercials during last years Super Bowl. So it’s a pretty exciting honor for these head brewers and I’m not sure but I hope that whoever wins get’s a nice fat bonus at the end of the year.