Busch Signature Copper Lager from Anheuser-Busch introduced in mid-February in select regions across the United States marks the first line extension for the Busch brand in more than 15 years and the first copper lager value beer on the market. The new brew – available in 12 states across the Midwest – offers Busch drinkers a slightly-more-flavorful beer for that slightly-more-special occasion.
“For Busch drinkers who work hard and want to celebrate an accomplishment, big or small, we created a smooth-tasting copper lager for those moments in life that deserve something slightly more special,” says Edison Yu, vice president of value brands at Anheuser-Busch. “Busch Signature is the first and only copper lager in the category and a simple, approachable choice for consumers that seek a more flavorful beer without any of the pretentiousness.”
The new lager is brewed—and packaged--at the company’s St. Louis Brewery with a sweet aroma, signature smooth taste, clean finish and distinctive copper color. It also introduces also richness of roasted caramel malts to the classic Busch recipe.
Available in three pack sizes— a 12-pack of 12-oz bottles (shown), a six-pack of 16-oz cans and 25-oz cans--the design concept and packaging was developed in partnership with LPK Cincinnati and features a familiar mountain landscape with a revamped copper color scheme.
A differentiated connection
Nate Scudieri, director of value brands at Anheuser-Busch, informs Packaging Digest that the longevity between Busch product launches created “a great excitement behind this project. The most important thing we considered on this packaging was creating a look that not only differentiated itself versus the mother brand, but also conveyed a clear connection to Busch. This creative communicates slightly more flavor, color and alcohol content in this new variant, and celebrates all that is great about the Busch brand.”
According to Scudieri, design elements underscore that Busch is a truly iconic brand having first been brewed in 1955 and that it’s the #2 best-selling value brand in the USA (Natural Light is #1).
LPK has partnered with Anheuser-Busch and Busch specifically on a number of other initiatives, including recent promotional packaging for the Busch Hunting and Here’s To Earning It campaigns.
Scudieri discloses that a foil substrate was chosen for the bottle's body and neck label to enhance the quality and visual appeal of the sunset imagery over the Busch mountain range. Six-color printing was used for all packaging formats and a two-color process was used for the bottle cap, he adds.
Busch had launched in mid-January "Busch Heroes," a cross-platform campaign that celebrates everyday people who work hard at their jobs and in their communities (see Busch Heroes campaign celebrates workers).