- Anheuser-Busch brand Budweiser has released the trailer for a documentary film providing a behind-the-scenes look at a company competition to find the best brewer. The film will hit the big screen in select theaters in the U.S. and Canadian market Aug. 2 and will be released on demand the same day, according to a press release from Ace Content, the film's co-producer.
- The film, which is titled "Kings of Beer," centers on the stories of a group of brewmasters from 65 breweries and 23 countries who are competing to win recognition as the person able to brew the best, most consistent lager over the period of the competition and win the Global Brewmaster Cup.
- ACE will release the film, which is co-produced by Budweiser, and it will be distributed by Gravitas Ventures, a Red Arrow Studios company.
Brands are tackling long form content these days in a move to connect with consumers on a deeper level, and Anheuser-Busch is capitalizing on this trend with the new "Kings of Beer" film. For Budweiser, the documentary could be an opportunity to emphasize quality at a time when sales of mass market beer are declining as consumers switch to craft beers, spritzers and cocktails. However, the craftsmanship involved brewing beer is of interest to a growing number of home brewers, an audience Budweiser likely hopes to engage with the new film.
Co-producing a full-length film is a resource-intensive undertaking but, large brands see an opportunity to create content that has the potential to live on for years thanks to streaming. Pepsi turned its popular "Uncle Drew" ad campaign featuring an old man with impressive basketball skills played by NBA star Kyrie Irving into a full-length film. The trailer alone racked up 3.8 million views on YouTube in just two days of publication.
Reese Canada released a branded feature film called "Reese: The Movie," which tapped into the autonomous sensory meridian response (ASMR) trend. The film stars five "ASMRtists" — online influencers who specialize in creating the sensory experience — to highlight the "Reese Ritual," the five-step experience of eating a Reese Peanut Butter Cup.
Starbucks has also gotten into the movie business, not by promoting its own products but in associating with popular sports. The company recently announced a partnership with Amazon to distribute a new series on global soccer.
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.