Anheuser-Busch has signed a deal with manufacturer Vita Speciality Foods to launch a range of Budweiser-branded sauces and marinades. The range will launch in March this year and will target the barbecue market.
The range, which is already on sale in the US, contains beer and has three variants, Original Bud, Bud Beechwood Smoked and Bud Honey. The variants have been developed by executive chefs at AB’s Kingsmill resort in Williamsburg, Virginia.
It will be packaged in plastic Budweiser-style bottles and contain between five and 14% beer. It is not clear if the range will be supported with advertising or marketing.
RH Amar, the food importer and distributer, is working with AB and Vita on the launch. The Budweiser products will be available in Tesco, Asda, Sainsbury’s and Somerfield.
Simon Fry, marketing director at RH Amar, says: “This will bring true innovation and further premiunisation to a growing category.”