Seems like a tasty recipe...



Budweiser is using another old recipe to create a new brew. Like the Budweiser 1933 Repeal Reserve, the company has unearthed a historic recipe from 1757—this time it’s one from George Washington—to create the Budweiser Freedom Reserve Red Lager.

The new lager features molasses in the recipe, a nod to Washington’s mixture, as well as patriotic packaging from Jones Knowles Ritchie.

“We believe that the 140-year-old history of this brand and its connection to the country not only allows it to [create] incredible lagers but also bring incredible lagers with a taste of history inspired by that original recipe from George Washington,” explained Ricardo Marques, vp of marketing for Budweiser.

Marques continued: “This [recipe] was found in his military journal. One of the ingredients we took out of that recipe was molasses, which you’ll find in this beer as well. We think it’s a great story not only given the cause but the connection to the country.”

Digital, social and television work from VaynerMedia touting the new brew will be released in the coming weeks. Washington—to be clear, an actor playing Washington—will not make an appearance in the spot, according to Marques, who noted, “The star of the new spot is the beer itself.”

The beer was produced by veterans, who are featured prominently on the beer’s packaging via signatures on bottles and packs. Some of the proceeds will go to veterans through the nonprofit Folds of Honor, which provides educational scholarships to military families. To date, Budweiser has donated $14 million to Folds of Honor, according to the company.

“To call Budweiser a partner would be an understatement—they are considered family to us and the 3,000 families their donations help to support,” said Major Dan Rooney, founder and CEO of Folds of Honor, in a statement. “Freedom Reserve is a great testament to their unwavering dedication and compassion for our armed forces and we salute them.”



http://www.adweek.com/brand-ma...riotic-premium-brew/

Well, they really can't make it worse.

quote:

Originally posted by Perception:
Well, they really can't make it worse.

True.

Still, with Budweiser's massive logistics and manufacturing experience, if they could figure out a way to make a decent beer, they could do great things.

To be fair, they do make a decent (quality, consistent) beer. It just isn't a style most beer afficionados like (but the vast majority of Americans prefer).

I rarely drink "Light American Lagers" but on the rare occasion I do, I prefer Bud or Coors over Miller.

I looked up the original recipe, it would not have been good at all. Basically, boil hops to make bitter water and take off the heat. Add molasses, let cool an pitch the yeast. You'd end up with a lower alcohol "small beer" not containing any grain and not resembling what we know of as beer today.

A red lager with a hint of molasses actually sounds pretty good, I'll probably pick some up to try it.

Here is my takeaway from reading this.

After reading Washingtos beer recipe and doing our research, we decided molasses was cheap enough we could use it. The rest of the recipe was of little use to us.

I am willing to accept the idea that Washington did not brew craft beer. It was probably brewed with a nod to cost and yield.

I love "inspired". McDonald's Mcrib is no doubt inspired by some of the great Kansas City pit masters. With a nod to legendary Memphis BBQ traditions. Re: we cooked up some hog meat, and put it on bread.

quote:

Originally posted by Strambo:

I rarely drink "Light American Lagers" but on the rare occasion I do, I prefer Bud or Coors over Miller.

I am with you. AB's Bud is better than the other big American beers, but that isn't saying much.

And no one would like that "beer" so AB's version is only very loosely inspired by it be adding a little molasses to AB's usual rice beer.

quote:

Originally posted by reflex/deflex 64:
Here is my takeaway from reading this.

After reading Washingtos beer recipe and doing our research, we decided molasses was cheap enough we could use it. The rest of the recipe was of little use to us.

I am willing to accept the idea that Washington did not brew craft beer. It was probably brewed with a nod to cost and yield.

.

Well, since Washington's recipe was just hops and molasses and yeast, they used all the ingredients he did. Bud's version costs more due to the grain bill. Not sure your point?

I read the article thinking I'd find the recipe and brew it Washington's way for kicks, once I realized all it was is low alcohol fermented molasses-hop water...no thanks!

Plenty of craft brewers have done batches inspired by Washington and colonial era recipes. AB keeps trying to lure craft drinkers while simultaneously insulting us in their marketing. I drank plenty of their beer in my younger days but in the last 15-20 years something happened and I can’t drink their brands even if I wanted. It makes me sick before I can finish a pint. A friend thinks I developed an allergy to beechwood.

I don't drink beer often. And, it's not like I always drink Bud, but I try to drink Budweiser once in a while because they're the only company I see willing to switch cans and send water to disaster areas.

That's about the only marketing on that level that gets to me. If a company can be depended on to do something in a disaster like Budweiser, they get my respect for it even if they are doing it for the free marketing.

quote:

Originally posted by Strambo:

I looked up the original recipe, it would not have been good at all. Basically, boil hops to make bitter water and take off the heat. Add molasses, let cool an pitch the yeast. You'd end up with a lower alcohol "small beer" not containing any grain and not resembling what we know of as beer today.

I was curious and also looked up the recipe. In the comments someone mentioned this recipe gets reprinted often and it's missing a period between Bran and Hops. So the first ingredient is wheat bran. (and) Hops to taste.

quote:

Originally posted by Leemur:
I drank plenty of their beer in my younger days but in the last 15-20 years something happened and I can’t drink their brands even if I wanted. It makes me sick before I can finish a pint. A friend thinks I developed an allergy to beechwood.

That's very interesting. I stopped all alcohol drinking ~21 years ago. A-B beers (Budweiser and Michelob, specifically) didn't take maybe more than, say, eight beers to give me an hangover. I'd get progressively sicker until my body just wouldn't allow me to consume any alcohol.

IDK about relative alcohol contents, but other beers would only produce similar effects after drinking ~a case. Foreign, domestic..didn't matter. Just A-B products. Could drink a decent amount of gin or rum in mixed drinks with no issues.

Knowing no more than I did, I wondered if there was something about the yeast.

quote:

"inspired by that original recipe from George Washington,”

You beer snobs can say what you want about the taste of Budweiser... but they sure know how to market their products.

I agree that this will have little resemblance to that original recipe from George Washington's journal... but I'll try it.

quote:

Originally posted by chellim1:

You beer snobs can say what you want about the taste of Budweiser... but they sure know how to market their products.

Mmmmm, taste that marketing. It kinda overpowers the hops.

I don't drink muck these days but when I have a beer or two I want something that at least a step above yellow piss water. Budweiser is owned by InBev these days a brewing company from Belgium / Brazil. Not much of a George Washington - American type company.

quote:

Originally posted by Strambo:

quote:

Originally posted by reflex/deflex 64:
Here is my takeaway from reading this.

After reading Washingtos beer recipe and doing our research, we decided molasses was cheap enough we could use it. The rest of the recipe was of little use to us.

I am willing to accept the idea that Washington did not brew craft beer. It was probably brewed with a nod to cost and yield.

.

Well, since Washington's recipe was just hops and molasses and yeast, they used all the ingredients he did. Bud's version costs more due to the grain bill. Not sure your point?

I read the article thinking I'd find the recipe and brew it Washington's way for kicks, once I realized all it was is low alcohol fermented molasses-hop water...no thanks!

i guess my point is they are using Washington as a marketing tool. If the beer sucks and you feel the need to change the recipe I guess you shouldn’t be claiming the heritage.

I have a wood framed house is it Monticello inspired?

I do hope that wheat is used in the recipe, otherwise it likely to be malta with a shot of vodka. Mind you, I have had some decent maltas from Becks and St Pauli. That was a while ago, the usual stuff is merely okay.

My guess is that it's just going to be a wheat beer w/ some molasses, very mildly hopped like their flagship beers.

I have had a (honey?) wheat and pale ale that they made years ago. Apparently we were a test market. If I recall, they did it under the Michelob label. The beers were so-so. Unremarkable.
While they have some the best brewers in the world, I imagine they are limited by a hoard of bean counters.

quote:

Originally posted by dsiets:

quote:

Originally posted by chellim1:

You beer snobs can say what you want about the taste of Budweiser... but they sure know how to market their products.

Mmmmm, taste that marketing. It kinda overpowers the hops.

And the rice...just leaves the water.

quote:

Originally posted by chellim1:
You beer snobs can say what you want about the taste of Budweiser... but they sure know how to market their products.

And given that Bud Light is the number one selling beer in the US (by double its nearest competitor) and Budweiser is number four, I guess about 100 million people are wrong.

I like a decent craft beer as much as the next guy, but let's not kid ourselves. They sell a metric shit-ton of beer because it tastes better than the rest of them, goes down like water, is cheap, and they have great marketing.

quote:

I like a decent craft beer as much as the next guy, but let's not kid ourselves. They sell a metric shit-ton of beer because it tastes better than the rest of them, goes down like water, is cheap, and they have great marketing.

When I'm not drinking craft beer, I've been drinking Billy Beer lately.
Billy Busch is the only member of the Busch family still brewing beer. I won't say we are friends but I know him and I am friends with one of his top guys.

Tastes better than Bud Light! Shameless plug for Kraftig:



http://kraftig.com/