The concept of marking the date of manufacture on beer bottles is not a common practice in the brewing industry. However, one company that took the initiative to do so and turned it into a significant marketing campaign was Anheuser-Busch.
In 1996, Anheuser-Busch, the renowned giant brewer, introduced plain-English “born on dates” on their bottles and cans of Budweiser. This move was a departure from the norm and aimed to provide consumers with transparency and freshness information about their beer.
The idea behind the “born on dates” was to let consumers know exactly when the beer was brewed, giving them an idea of its freshness. This information helped beer enthusiasts make informed decisions when purchasing their favorite beverage. By providing a clear indicator of the beer's age, Anheuser-Busch aimed to ensure that consumers enjoyed their beer at its peak flavor.
The introduction of “born on dates” by Anheuser-Busch was a pioneering move that set them apart from other breweries. It demonstrated their commitment to quality and consumer satisfaction. This marketing campaign not only provided valuable information to consumers but also helped to build a stronger relationship between the brand and its customers.
As a sommelier and brewer, I have personally experienced the importance of freshness when it comes to beer. Just like with any other food or beverage product, beer is best enjoyed when it is fresh. The flavors and aromas of beer can change over time, and as a result, a beer that has been sitting on the shelf for an extended period may not provide the optimal tasting experience.
Having a clear indication of the beer's age through a “born on date” allows consumers to make informed choices and ensures that they are getting a product that meets their expectations. It also encourages breweries to prioritize freshness and quality control throughout their production and distribution processes.
Anheuser-Busch was the company that started the practice of marking “born on dates” on beer bottles and cans. This innovative move provided consumers with valuable information about the freshness of their beer and set a new standard in the brewing industry. By doing so, Anheuser-Busch demonstrated their commitment to quality and customer satisfaction, while also creating a strong marketing campaign that differentiated their brand from others in the market.