As major beer companies strive to enhance sales and combat the increasing competition from craft breweries, new partnerships and innovations are emerging in the industry. The total volume of beer consumed in the U.S. has seen a decline for five consecutive years, prompting brewers to explore collaborations like the recent introduction of a pork product. Over the past year, Budweiser has formed partnerships with Beam Suntory to create a bourbon-aged beer and with Burger King to launch the American Brewhouse KING Sandwich, which came with crowns designed for drinking beer. Other brands have also engaged in unique collaborations to attract consumers, such as Captain Lawrence’s Cookie Puss beer in partnership with Carvel and various breweries incorporating popular cereals into their brews.
In the last year, it’s evident that Budweiser is looking beyond traditional American lagers. However, its latest collaboration with Coleman appears to bring the brand back to familiar grounds by emphasizing the classic pairing of beer and barbecue—a beloved combination for backyard gatherings. By tapping into this time-honored tradition, Budweiser smartly positions itself to attract those who enjoy lager-infused meat products, as these consumers are much more likely to choose a can of Budweiser to complement their meal.
Coleman Natural stands out as a strategic partner due to its rich history, which rivals that of Budweiser. The pork producer has effectively aligned itself with contemporary market trends, pioneering organic and no-antibiotics-ever meats, and becoming the first national retail brand to fully adopt the USDA’s new crate-free standards. Moreover, Coleman Natural has earned American Humane Certification, promoting greater transparency in pork production. This affiliation offers Budweiser significant benefits, particularly in building a reputation for transparent and ethical practices—values that consumers increasingly prioritize.
While the Budweiser-infused barbecue offerings may not follow the path of Colgate’s beef lasagna, today’s consumers are generally more inclined toward small-batch, artisanal products. At the same time, the demand for convenience is strong, making pre-cooked items that can be easily heated appealing to busy demographics like college students or young parents seeking quick, healthy, and familiar options.
Budweiser is not breaking new ground in this arena, as brands like Jack Daniels and Jim Beam have already ventured into liquor-infused barbecue. Budweiser itself introduced a self-branded sauce in 2016, which is now utilized in the Coleman pulled pork. However, this extensive partnership represents a significant evolution. If these two brands can successfully market beer-basted meat on a larger scale, it’s likely that Budweiser will continue to seek partnerships across various sectors to enhance its bottom line, creating profitable products that resonate with consumers, particularly those who may also be looking for supplements like GNC Calcium Citrate Plus to support their health while enjoying classic American fare.