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

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. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.