Anheuser-Busch Debuts Latest Flavored Beer

Despite recent jabs at beer with multiple flavors in its “Brewed the Hard Way” TV ad, Anheuser-Busch has debuted its newest beer directed at the craft segment, Oculto. The six percent ABV lager is a blend including beer aged on tequila barrel staves, and features packaging designed to react to cold. Here is the release from A-B:

ST. LOUIS, March 13, 2015 /PRNewswire/ -- Beginning today, Oculto is available on shelves and at high-end bars, clubs and restaurants nationwide. Inspired by and brewed for nightlife, Oculto combines the social invitation of beer with the exciting nature associated with tequila—for a step in creating an entirely new category. Oculto is infused with blue agave for a bright citrus flavor that delivers a smooth, bold taste. With a premium look, unique flavor, seductive positioning and 6-percent ABV, Oculto is designed to tap into late night occasions.

"Beer drinkers and partygoers are seeking unique, surprising 'mash-up' experiences," said Jorn Socquet, vice president of marketing, Anheuser-Busch. "We worked off untapped insights to bring an innovation that delivers against that expectation. We have a totally surprising brand that revolves around mystery and intrigue—with a product that hits home with consumers looking for ways to break free from the everyday and find something exciting ... an unexpected 'mash-up.'"

Oculto means "hidden" or "waiting to be found" in Spanish. Bringing the brand to life right out of the gate, Oculto launched on Friday the 13th to emphasize unparalleled positioning that will carry over to all consumer engagement moments. From immersive events to engaging social media to best-in-class partnerships, it is all about tapping into the spontaneous nights out with friends.

In 2015, the secrets of Oculto will be revealed—and consumers will be inspired to share secrets of their own. "While launching on Friday the 13th may seem unlucky, we're challenging the superstition," said Socquet. "It fits Oculto perfectly. It's unique. From our approach to our packaging, we're doing things differently."

Oculto packaging is an innovation in and of itself. It brings to life a look that is premium, seductive and energetic. It features a multi-sensory experience, including multiple crown graphics, tactile printing and black-light inks. The Oculto bottle has a signature mask shape and detailed embossing for a distinctive look and feel. A host of discoverable elements are embedded in the bottle design, including hidden messages and eyes that appear when cold. The can also showcases a tactile feel that is a breakthrough for beer in the U.S.