Coleman Natural unveiled a partnership with Budweiser Beer on Monday to reinvigorate the retail prepared meat section. From beer-infused brats to pulled pork to St. Louis ribs with Budweiser Brew Master’s Premium Barbecue Sauce, the five new items are aimed at attracting foodies and beer-lovers alike, a company release said.
“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. Our great tasting product and recipes will continue to bring them back time and time again,” said Mel Coleman Jr., founding family rancher.
The new products will be available nationwide in local grocery stores starting early this summer and include barbeque and grilling items: St. Louis Style Pork Spareribs in full and half racks, Pulled Pork, Jalapeno Cheddar Brats and Beer Brats. The St. Louis Style Pork Spareribs and Pulled Pork are drenched in Budweiser sauce, and the Jalapeno Cheddar Brat and Beer Brats are made with Budweiser American lager.
The Coleman and Budweiser partnership will help create awareness for the millennial consumers to stop and shop in the processed meat case,” said Bart Vittori, general manager of Coleman Natural Meats.
In addition, this may be just the boost the processed meat department has been looking for, Vittori said.
“The processed meat department is hungry for new innovations and new customers – the Budweiser and Coleman licensing agreement will drive sales in a flat category within this section of the store,” Vittori added.
This announcement comes on the heels of a controversial Bud Light advertisement that originally aired during the Super Bowl. Read more here.