Where was your beer born?

Anheuser-Busch offers a new app to stalk your beer -- an idea designed to spark interest in Budweiser.

By Kim Peterson Mar 1, 2012 4:38PM
Image: Beer (© Corbis)Anheuser-Busch InBev (BUD) has launched a new website that lets customers find out exactly where their Budweiser came from -- including where it was bottled and even the farms that grew the hops and barley.

A gimmick? Yes. But it's one that the company hopes will resonate with consumers and perhaps even revive the slumping sales of Budweiser.

The "Track Your Bud" site and smartphone app asks users to enter the "born on" date located on bottles and cans of beer. Smartphone users can also scan the QR code on a Budweiser.

The program will then show which brewery made the beer. Budweiser has 12 breweries in the U.S., including its flagship location in St. Louis.

It will also tell consumers where the raw materials came from. Budweiser uses barley farms in Idaho, Montana and North Dakota and hop farms in Washington, Oregon and Germany, Packaging Digest reports. Budweiser is adding a social media element as well, letting users collect badges from each U.S. brewery and even name certain batches of beer.

"Budweiser has a great story, and we want to tell it in a new way that demonstrates the pride, passion and craftsmanship at our breweries that's been the backbone of Budweiser for generations," executive Rob McCarthy said, according to Packaging Digest.

The move is part of a larger initiative at Anheuser-Busch to spark interest in Budweiser after prolonged sales declines. Bud Light is still the No. 1 beer in America, but Coors Light recently booted Budweiser from the No. 2 spot.

Budweiser has seen sales drop for years, and ran into serious trouble in 2009 and 2010. Last year wasn't as bad, but shipments still fell 4.6%, according to trade publication Beer Marketer's Insights. Coors Light shipments rose less than 1%, but that was enough to move it into second place.

Anheuser-Busch is desperate to revive Budweiser, trying everything from dressing up its cans with bow ties to telling drinkers to "Grab some buds" in new music-heavy commercials. The company even handed out free samples of Budweiser at trendy bars and restaurants.

The company also recently unveiled the low-calorie Bud Light Platinum, which has a higher alcohol content than the average American brew. The following video has more details on the newest member of the Budweiser family.


Tags: BUD
42Comments
Mar 2, 2012 2:35AM
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screw the sell-out Anheuser-Busch InBev foreign beer company.
buy local micro beers.....just make sure budweiser doesnt own it.
watch the documentary "beer wars"....on net flix?
keep your money in the USA....and BTW,
thank you.
PS......i do not own (or short) any of their stock.....just do not like bud still trying to appear like an American icon.....when they are NOT.
Mar 1, 2012 5:15PM
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Obviously, they are getting worried. "Go Yuengling"!
Mar 2, 2012 7:47AM
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First of all, Budweiser and Bud LIght suck, as do all the domestic big production beers out there. Or even the major label imports as well i.e. Corona, Heinken, Stell. You know who you are crappy beers. Miller light, coors light, anything that is really cold. Let me tell you people, coming from a professional bartender. Making a beverage cold, masks the flavor of the beer. This means that the colder the beer, the less likely you will be able to taste it. Hence, why big companies that make crappy beers tell you to jump on the "Cold Beer" Train! A really good beer has flavor, malt, hops, and a bit of color as well. Once you go Black you never go back. Words to live by when you are a real beer drinker. No not the i can drink 12 coors lights in one sitting beer drinker. The kind of beer drinker that can understand and desires a "really good tasting beer." 

Please enjoy responsibly.
Mar 2, 2012 8:40AM
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Drink Budweiser, or Bud Light if you want to wake up feeling like a pick ax was stuck in the top of your head.  Plus they do not even taste good.
Mar 2, 2012 11:57AM
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I agree with one commenter that there is probably a microbrewery near your house that serves up much fresher tasting beer and with a bigger variety than you see in Budweiser. If you drink beer for flavor, why not try to find the best flavor you can?
Mar 2, 2012 12:15PM
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I don't know about the rest of you, but my beer was born in my basement! I know it's better than store bought as I have won a number of competitions with my recipe every year. It doesn't get any fresher than that!
Mar 2, 2012 8:59AM
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All the big beer companies are foreign owned now so quit your whining about Bud in particular. Yuengling is very good beer & the nations oldest brewery.
Mar 2, 2012 7:38AM
Mar 2, 2012 10:21AM
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Budweiser uses barley farms in Idaho? That's amusing and all, but what they really ought to tell the poor people at the trailer parks is where they get their corn and rice, which are the primary ingredients causing their "beer" to suck. It might also be good to know what percentage of corn and rice they use to cut the barley content. At least Yuengling has that information on their website, and their corn content is relatively low (although Yuengling is still a weak corn beer). What about where they get their benzene and other chemical additives? Budweiser is pretty good to clean toilets. Costs less than Pine-Sol.
Mar 2, 2012 7:51AM
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I haven't had a good beer since I left Germany in '69. The Germans wouldn't wash their feet in Bud.
Mar 2, 2012 9:38AM
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Bud sucks, no matter what gimmick you add to it. It's simply the worst beer in the world.  Yuck!
Mar 2, 2012 10:38AM
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No matter how much hype the marketing department does; Terrible beer is still TERRIBLE BEER!
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Sierra Navada or Blue Point are much better beers

Mar 2, 2012 12:28PM
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I know where my beers are born I read the labels before I buy the beer. Usually it's one of these three; Portland Oregon, Bend Oregon or Hood River Oregon. 

and nearly everytime they taste great.
Mar 2, 2012 12:05PM
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Another US regional brewery that produces some pretty good beer and has been around for a long time is Leinenkugels in Chippewa Falls, Wisconsin. 
Mar 2, 2012 7:19AM
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Hey AB, I quit drinking Bud years ago because it is bitter crap.  Try making just good beer.  Sure the gadget freaks with the latest aps and smart phones will play with it for a while but most are like me, they just want a good, cold beer.  Yes, there are the snobs who insist on special this and timely harvested that transported in delicate whatsit to preserve the blah blah.  MOST JUST WANT A GOOD COLD BEER.  Try making one.
Mar 2, 2012 7:03AM
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I really don't care when my beer was "born"...or where the ingredients come from...I just want it to taste good...and be really cold.
Mar 2, 2012 12:05PM
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Revise the taste and maybe sales would go up.. very tasteless!
Mar 2, 2012 11:19AM
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 Hey Anheuser-Busch, it don't matter how you dress it up, your beer still sucks. Different label, same crummy product. Until you change your recipe & actually start brewing beer worth drinking, enjoy your declining sells. I haven't drank a AB product in years, Samuel Adams...Now that's good beer.
Mar 2, 2012 11:38AM
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1Captain5 - The Germans do not include rice in their recipe for beer.  They can't, according to their beer laws.

Bud (as well as Coors, Miller, etc) is horrible.  It's all tasteless crap, marketed to be drunk as cold as possible as things are even more tasteless when they're colder.  Micro brews are the way to go.

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