Budweiser, Jim Beam Toast to New Partnership

The two brands will celebrate the Repeal of Prohibition with a new co-branded lager later this year.

NORTH AMERICA–Budweiser and Jim Beam are drinking in a new joint venture and marketing collaboration.

Inspired by the “beer and bourbon” shot occasion, the American beverage companies have introduced a cross-merchandising program that will see the both brands appearing together at bars and retailers across the country, beginning this month.

In September, Budweiser's brew masters and Jim Beam's seventh generation master distiller Fred Noe will celebrate the 85th anniversary of the Repeal of Prohibition with a new limited edition collaborative brew–Budweiser Reserve Copper Lager.