American Originals
Anheuser-Busch wanted to ride on the success of micro beers.
The approach was not to invent a new microbrew but to go back 100 years to when Anheuser-Busch was a microbrew. In our research, we discovered the original yeasts were stored in their vaults. The proposal to AB was to bring these brews back. After taste tests of a dozen beers, three were selected as the most intriguing to market. They were dubbed American Originals.
We used 100-year-old marketing and supplied bars and taverns with posters.
The toughest place to compete in the world of microbrews was Seattle Washington. Within one month it was number two. The line of three beers was expanded to seven.
