Budweiser to tap into BBQ sauces

May 17, 2006|By KNIGHT RIDDER / TRIBUNE

Is this sauce for you?

The Budweiser name soon will be on a line of nonalcoholic barbecue sauces that rolls out in July. Anheuser-Busch Cos. hopes the sauces will strengthen the link between Budweiser and a favorite American cooking style, while heightening brand loyalty during the key beer-selling season.

Under a licensing deal announced last week, Vita Food Products Inc. of Chicago will make and distribute two different barbecue sauces, along with a sauce for chicken wings and a basting sauce.

These Budweiser-branded sauces are a natural fit because barbecues and picnics already are key beer-drinking occasions, said Randall Blackford, director of Budweiser marketing at A-B's domestic brewing subsidiary.

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