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Budweiser Releases Trailer for Upcoming Documentary on Brewing Competitions

Budweiser has released a trailer for its upcoming documentary, “King of Beer.” The film features brewmasters from 23 countries who are competing for the Global Brewmaster Cup. Budweiser hopes the film will inspire a growing group of consumers who brew their own beer at home.

Several other CPG companies such as Starbucks and Pepsi have released similar films or marketing campaigns within the past year. “King of Beer” will be released in both U.S. and Canadian theaters on Aug. 2. The film will also be available On Demand the same day.

By tapping into the craft brewing trend, Anheuser-Busch is creating a narrative that highlights the process that goes into making Budweiser. This narrative can help position the brand as more than simply a mass market beverage.

Read the full story at Marketing Dive.