Anheuser-Busch to unveil new beer at Super Bowl

For the second consecutive year, Anheuser-Busch InBev will serve up a new brew to Super Bowl viewers.

The beer giant will tout its just-out Budweiser Black Crown brand during the Feb. 3 Super Bowl XLVII. The new beer is scheduled to be on sale nationwide by Jan. 21.

Last year, A-B introduced another new brand, Bud Light Platinum, to the massive audience watching the Big Game.

“The Super Bowl really is the ideal venue to launch something new,” says Budweiser Vice President Rob McCarthy, noting that Super Bowl viewers, expected to surpass 110 million, are engaged with the ads as they watch the game live.

Black Crown’s recipe was picked from among six limited-edition beers that were created by Budweiser brewmasters earlier this year. Based on positive consumer feedback, A-B decided to take this formula national.

The spot was shot in Los Angeles last month by Samuel Bayer of Serial Pictures, who also directed Chrysler’s Emmy-winning “Born of Fire” ad for the 2011 Super Bowl. Jay-Z will appear in the ad that he helped create.