Anheuser-Busch’s Budweiser doesn’t want consumers to get the smell -- let alone the taste -- of backyard barbecuing with Bud out of their minds.
Today, the brand announced a team-up with D2C candle marketer Homesick for a limited-edition Budweiser Backyard BBQ candle. On Monday, it kicks off a week-long sweepstakes promotion with Perdue Farm’s Coleman Natural Foods for the partnership’s two-year-old Budweiser Bratwurst line of processed meats.
The Budweiser Backyard BBQ candle, said to emit a “musky scent with notes of allspice, barley, and smoke,” lists for $34. For an additional $15, customers can print a personalized message on the candle's jar.
If a candle won’t evoke memories of barbecue and Bud past summer’s end, how about a year’s supply of Bud and bratwurst?
Budweiser and Coleman will celebrate National Bratwurst Day this Monday, Aug. 16, with a sweeps awarding the winner four cases of Bud brats and a $430 prepaid card.
The idea is to have enough brats and beer for a year, Bud says, since the four cases include 192 brat links, and the $430 can be used to purchase two 24-packs of beer every month for 12 months.
Consumers will be able to enter the sweepstakes in several ways: by liking @BudweiserUSA or @ColemanNatural on Instagram; retweeting a giveaway post from either brand’s Twitter feed, and tagging three friends with #sweepstakes; or commenting with #sweepstakes on Bud’s Facebook post.
Coleman is also running a BOGO offer for Budweiser Brats bought online.
Budweiser Bratwurst comes in three flavors: classic beer brat, jalapeno cheddar, and beer and cheese. The Budwesier/Coleman partnership also includes pulled pork options in classic BBQ and spicy BBQ flavors Each 12-oz. package comes with four fully cooked links.
All the products are targeted at millennials. As Mel Coleman, Jr., a fifth-generation member of the founding Coleman family, said upon the line’s introduction in 2019: “Introducing classic Coleman Natural Budweiser products to a new younger audience will bring generations of consumers from the beer aisle to the prepared meat case.”