Anheuser-Busch Walks The Organic Trail With New Beer
Anheuser-Busch is jumping on-board the organic bandwagon and introducing two new brands of "green" beer: Lager Wild Hops and Stone Mill Pale Ale. While organic wine has been on the scene for quite some time (Europe has been doing it for hundreds of years), organic beer from such a large production company is a first.
The company is making a smart move by introducing the beer to smaller markets. In such places where micro-brews are popular, people are used to paying more for the average pint. Therefore, adding organic beer that naturally costs more to these markets will not be unreasonable. The prices of these new organic beers will be approximately $ 7.99 for a six-pack of Wild Hop, and $ 8.49 for a six-pack of stone mill.
The best part of this story is that the organic label will not carry the Anheuser-Busch name. Instead, it will be called the Green Valley Brewing Co. Interesting. The best part is that a percentage of the profits will be donated to the organic Farming Research Foundation in Santa Cruz, CA. So, while you're swigging back that bottle of brew, you can feel good that your money is going towards something worthwhile.
So, hey, everyone is going organic. Whether companies are doing it for the financial benefit, environmental issues, or both — the marketplace is changing and people are willing to pay for the difference. New studies released today have even shown that organic ingredients may be better for you. We're not going to start proclaiming the same things about organic beer — but feel better that everything you're drinking is natural. We'll get the next round. Hit the jump for more.
Tags: beer, environment, green, organic, Wine, Beer and Spirits
- Uncategorized
April 3rd, 2007 at 1:44 pm
I’ve had the stone mill beer, pretty good. I did not realize it was Anheuser-Busch. The price is comparable to Sierra Nevada too.
April 3rd, 2007 at 2:36 pm
Check out this post about the Long Tail of Beer and how Anheuser-Busch is surfing it with tons of small labels and micro-brews.
http://www.longtail.com/the_long_tail/2007/02/anheuserbusch_a.html
Here’s a snip:
One of the coolest and most surprising (even refreshing!) extensions of the theory last year was to alcohol. First Anheuser-Busch created a division, called Long Tail Libations, to market niche liqueur products. Then all sorts of beer experts (and the WSJ) started writing fascinating articles about how the model applied to microbrews, regional beers and “craft beer”.
Earlier this month I got in touch with Anheuser-Busch to hear from the Clydesdale’s mouth why the shift from hits to niches was coming to suds, too. I mean, I get how the Internet lowers the costs of distribution in many markets to allow for more choice (the “infinite shelf space” effect), but how does that apply to real bottles on real shelves?
Shea Gunther
Publisher & Director of Marketing @ Green Options
shea@greenoptions.com
April 3rd, 2007 at 3:26 pm
Of course, A-B is big in the ‘Lou… but we’ve also got a smaller brewer, Schlafly, that already creates craft, and often organic, beers… I wonder how much the local market played into this? Probably not a whole lot, but I know that I don’t drink A-B products… and I’m not the only St. Louisan…
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Jeff McIntire-Strasburg
Senior Editor
Green Options
jeff@greenoptions.com
April 3rd, 2007 at 9:41 pm
Jeff–I picked up the Stone Mill without realizing it was an AB product; I was just stoked to have an organic beer at 7-11. Once I realized it was an A-B product, one that is produced in Connecticut or somewhere far away (check the label), and knowing Schlafly’s commitment to sustainability, I’d just as soon pick up their Pale Ale instead. Come on, it’s made less than a mile from my house!
And, if I don’t say so myself, Stone Mill is a weak pale ale. I’ve had way better.
That being said, it is good that the major players are getting into the organic market, but if you have a local microbrewery, it’s probably a more sustainable choice to support them.
Also, I talked to Schlafly, and they are planning on producing an organic beer again for Earth Day in limited quantities.
(Finish St Louis beer chat)
April 3rd, 2007 at 10:35 pm
Schlafly rules… the menu at the Bottleworks restaurant also features lots of organic and local foods, too.
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Jeff McIntire-Strasburg
Senior Editor
Green Options
jeff@greenoptions.com