The Budweiser name will soon be on a line of non-alcoholic barbecue sauces that rolls out in July, according to the St. Louis Post-Dispatch.

Anheuser-Busch Cos. hopes the sauces will strengthen the link between Budweiser and a favorite American cooking style, while heightening brand loyalty during the key beer-selling season.
The recipes were cooked up by brewer’s culinary team at the upscale Kingsmill Resort in Williamsburg, Va. Budweiser is a key ingredient in the sauces, but the production process eliminates the alcohol.
A-B believes the brewing industry hasn’t done enough to highlight how well beer goes with certain foods, particularly spicy ones. In contrast, the wine industry has done a good job of pairing wine with food.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.