Bud and Beam are getting hitched in a first-of-its-kind marketing partnership bringing together a major beer and whiskey brand.
Budweiser in September plans to release a limited-edition brew called Reserve Copper Lager that is aged on Jim Beam bourbon barrel staves. (Staves are wood pieces that makeup bourbon barrels.) Before then, the two brands will begin appearing together at bars. The "beer and a bourbon shot" promotion kicks off this month.
Plenty of smaller craft beer brands have experimented with bourbon barrel-aged brews. But Bud and Beam's collaboration marks new territory for two big, iconic alcohol brands, which together account for 365 collective years of distilling and brewing history, according to the brands.