Budweiser has created a division to make small-batch beers unique in their flavor to try to capture some of the fervor around the microbrew movement. So they've created "Project 12" where they challenged 12 of their brewmasters to make their own best lager. They narrowed it down to 6 that they'll be rolling out nationwide this summer for your tasting experience. I'm personally excited to see what Budweiser's well-regarded brewmasters can accomplish when they're let loose on something other than old Bud Heavy (which I do enjoy, haters be damned). But I'm also skeptical because I just don't see how a behemoth company can accomplish small boutique experiences correctly. The history of large companies trying things like this is long and spectacularly fail-riffic. For a specific example here, they'll be naming the 6 small-batch options after the Zip Code where they're manufactured. Seriously. So you get beer names and descriptions like this:
Budweiser Small Batch 91406 (Los Angeles): A deep-amber lager with 6% ABV that uses four different types of hops. The beer is brewed by brewmaster Bryan Sullivan in Los Angeles and was developed in collaboration with Scott Ungermann in Fairfield and Dave Cohen in Houston.
But in the end, what's wrong with another beer to try? I'll be trying some in the name of science. Won't you?