Anheuser-Busch offers 'a whole new mountain to climb' with introduction of Busch Ice; New Ice Beer To Premier in Washington State on Oct. 2.ST. LOUIS--(BUSINESS WIRE)--Oct. 2, 1995 -- Anheuser-Busch will give beer drinkers "A Whole New Mountain To Climb" when it launches its newest ice beer -- Busch Ice -- today in Washington State. Consumer demand for ice beers, combined with strong growth within the sub-premium ice beer category in some areas, has prompted the world's No. 1 brewer to introduce Busch Ice. The company already brews two widely popular ice beers in the premium-price category -- Bud Ice and Bud Ice Light, and recently introduced sub-premium priced Natural Ice in select markets. "We've combined the smooth, refreshing taste of Busch Beer Busch Beer (originally known as Busch Bavarian Beer) was introduced in 1955 by St. Louis, Missouri-based Anheuser-Busch, and was distributed mainly in the Midwestern and Southeastern parts of the United States during its early years. with our exclusive ice brewing brewing: see beer. process to produce a beer we think beer drinkers will really enjoy," said David English David English may refer to
The brand will be introduced via outdoor and radio advertising in select Washington markets. Busch Ice's advertising theme "A Whole New Mountain To Climb" complements the memorable "Head for the Mountains" slogan that has helped Busch remain one of the top selling beers in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. . In fact, the Busch Family of beers, combined, has experienced sizable siz·a·ble also size·a·ble adj. Of considerable size; fairly large. siz  a·ble·ness n. growth over the last four years and is one of only four 10- million-plus-barrel families in the industry. Busch, Busch Light, Busch NA -- a non-alcohol brew -- and now Busch Ice comprise the Busch Family of Beers. Anheuser-Busch's exclusive ice-brewing process takes the beer to a temperature below freezing, leading to the formation of ice crystals. The beer then rests in storage at approximately 28 degrees Fahrenheit for several days before being finished and packaged, resulting in a rich, smooth beer that is remarkably easy to drink. Busch Ice will be produced at Anheuser-Busch's brewery A brewery can be a building or place that produces beer, or a business (brewing company) whose trade is the production and sale of beer. Breweries can take up multiple city blocks, or be a collection of equipment in a homebrewer's kitchen. in Fort Collins, Colorado The City of Fort Collins, a home rule municipality situated on the Cache la Poudre River along the Colorado Front Range, is the county seat and most populous city in Larimer County, Colorado. . Like its Busch Family members, Busch Ice is brewed with the finest natural ingredients, including hops, barley barley, annual cereal plant (Hordeum vulgare and sometimes other species) of the family Gramineae (grass family), cultivated by humans probably as early as any cereal. malt, cereal cereal or grain Any grass yielding starchy seeds suitable for food. The most commonly cultivated cereals are wheat, rice, rye, oats, barley, corn, and sorghum. As human food, cereals are usually marketed in raw grain form or as ingredients of food products. grains and water. Busch Ice will be available in 12-ounce cans and will be packaged in six-packs, 12-packs and suitcases, featuring the distinctive mountain scene and contemporary image of its Busch Family counterparts. "In keeping with our goal of targeting a contemporary audience of adults in their 20s and 30s, packaging for the brand will be graphically exciting and uniquely contemporary," English said. The new brand will be supported by a wide array of colorful and eye-catching point-of-sale materials, including counter cards, shelf stickers, cooler stickers and danglers. A limited number of promotional merchandising items also will be developed. Busch, Busch Ice, Busch Light and Busch NA are products of Anheuser-Busch, Inc., the world's largest brewer. CONTACT: Tracy Nuelle, 314/982-9166 or Bill Etling, 314/982-8606, for Anheuser-Busch |
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