Anheuser-Busch InBev, with its Project 12 initiative (fairly ominous title, guys), is looking for a way to prop slumping sales of Budweiser — Americans bought 30 percent less of the stuff in the years between 2006 and 2010. The name is actually derived from the 12 recipes submitted by each of its 12 brewmasters. Budweiser tapped six of those recipes, each of which has been named for the ZIP code in which it originated, before unleashing the test beers on the public. The three beers chosen by popular vote come out next month: 91406 (amber lager from Los Angeles), 23185 (bourbon cask lager from Williamsburg, Virginia) and 63118 (golden pilsner from St. Louis).
It's new beer. I'll confess to being curious. Do you think this will help steer more people into the craft-beer world (an unintentional St. Louis Arch, if you will) or is this just an attempt to snatch back market share?