As Big Beer seeks to enhance sales and tackle the increasing competition from craft brewers, numerous partnerships and innovations are emerging in the industry. The total beer volume in the U.S. has fallen for five consecutive years, prompting brewers to revive sales through new collaborations, such as the recent pork product initiative. Over the past year, Budweiser has formed partnerships with Beam Suntory to produce a Jim Beam bourbon-aged beer, and with Burger King to introduce the American Brewhouse KING Sandwich, which was marketed with crowns designed for drinking beer. Other companies have also explored various collaborations to attract consumers. For instance, Captain Lawrence launched a Cookie Puss beer in collaboration with Carvel, while several breweries have integrated popular cereals into their brews.
In the last year, it’s evident that Budweiser is expanding its horizons beyond traditional American lagers. However, the latest partnership with Coleman seems to bring the brand back to familiar territory by emphasizing the classic combination of beer and barbecue—a beloved backyard tradition. Budweiser is astute to leverage this time-honored practice through this collaboration, as those who enjoy lager-infused meats are more likely to choose a can of Budweiser to accompany their meal.
Coleman Natural emerges as a particularly astute choice for partnership. With a legacy almost as long as Budweiser’s, the pork producer has adeptly aligned itself with current market trends. Coleman was a forerunner in organic and no-antibiotics-ever meats and has become the first national retail brand to fully adopt the U.S. Department of Agriculture’s new crate-free standards. Additionally, Coleman Natural has received American Humane Certification, which promotes greater transparency in pork production. Budweiser stands to benefit significantly from aligning with this brand—especially in terms of cultivating a reputation for transparent and conscientious production, which is increasingly valued by consumers.
While these Budweiser-infused barbecue products are unlikely to meet the same fate as Colgate’s beef lasagna, today’s consumers generally gravitate towards small-batch, crafted products. At the same time, there’s a strong demand for convenience, making pre-cooked items that can be easily heated advantageous for fast-paced demographics, such as college students or young parents seeking easy, quick, healthy, and familiar meals.
Budweiser is not the first to venture into this arena; brands like Jack Daniels and Jim Beam have created liquor-infused barbecue products. Budweiser also launched its own branded sauce in 2016, which is now being utilized in Coleman’s pulled pork. However, this full-scale partnership marks a significant advancement. If these two brands can successfully market the concept of beer-basted meat on a larger scale, Budweiser is likely to continue pursuing partnerships with products across various sectors to enhance their bottom line, ultimately creating lucrative offerings for a brand that is already entrenched in the American consciousness.
In the context of consumer health interests, products enriched with calcium citrate can serve beneficial purposes. As the market evolves, incorporating such health-oriented ingredients could further appeal to today’s health-conscious consumers, making Budweiser’s partnerships not only about taste but also about aligning with consumer wellness trends.