Busch Rolls Out First New Beer in 15 Years

Signature Copper Lager hit shelves this week in 12 states

Published in CSP Daily News

ST. LOUIS -- Busch Signature Copper Lager hit shelves this week in select regions across the United States, marking the arrival of the first liquid innovation 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,” said 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.”

Busch Signature Copper Lager offers bold flavor without sacrificing affordability, according to an announcement from Anheuser-Busch, St. Louis. Proudly brewed with grains from America’s heartland, the new beer is a smooth, full-bodied copper lager that introduces the richness of roasted caramel malts to the classic Busch recipe. The result is a sweet aroma, signature smooth taste, clean finish and distinctive copper color.

Busch Signature Copper Lager gives Busch drinkers the same smooth, signature taste they have come to expect from Busch beer, enhanced with a full-bodied premium taste and 5.7% alcohol by volume.

Busch Signature Copper Lager is now available in Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, South Dakota and Wisconsin. It is available in three pack sizes: 12-pack 12-oz. bottles; 6-pack 16-oz. cans; and 25-oz. cans.

To usher in the new beer, Busch is offering fans a penny for their thoughts, literally. At select establishments across the Midwest, consumers who provide their thoughts on the taste and look of the new brew will receive a penny along with a limited-edition Busch Signature Copper Lager coaster to commemorate Busch’s first liquid innovation in nearly two decades. Dates and locations for the Busch Signature Copper Lager sampling events will be announced in the coming weeks.

The concept and packaging for Busch Signature Copper Lager--developed in partnership with LPK Cincinnati--feature a familiar mountain landscape with a revamped copper color scheme.