Imported Lagers

Anheuser-Busch received a label approval this week for a new DraftMark package: Michelob AmberBock Amber Lager. The brand is the fourth to be featured in Draftmark packages joining Budweiser, Bass Ale and Shock Top Belgian White. The Draftmark system is currently being tested in only the St. Louis market. Per Anheuser-Busch’s original Draftmark press release…

The Draftmark tap system is an intuitive, high-end device that fits neatly into refrigerator shelves, making a true draft beer experience possible in a few easy steps. Users simply charge the tap system’s battery, insert the beer refill’s pouring spout, place and rotate the beer refill into the tap system to lock into place, close the system, pour and enjoy.

The latest Symphony IRI Group scan data shows that off-premise case sales for AmberBock have declined over 10% YTD through March 18th.