Track Your Bud is a new program available online and via smartphone applications to connect consumers with the science and people behind Anheuser's flagship brand, Budweiser.
Cartersville Senior Brewmaster Dan Kahn was featured in promotional material for the program's release and can be seen in videos through Track Your Bud explaining details about the beer and brewing process.
"One of the things that Track Your Bud is designed to do is to give people a little bit of insight about our process. They'll see little snippets about our ingredients, they'll see little snippets about how the process is done," Kahn said. "The brewing process is spectacular. It looks good, it smells good. It is very complicated -- Budweiser from start to finish is a 30-day process. We take raw materials -- we make what is called a mash, which is where you mix water and grain together and the natural enzymes turn starch to sugar, and it's just this absolutely wonderful process that our consumers do not get a chance to see."
Anheuser-Busch's latest entry to social media tracks a bottle or can using the Born On Date printed on each Budweiser. The program will specify which of the 12 U.S. breweries created the Budweiser in question, allows users to collect "badges" and name batches if they are the first to register a particular Born On Date.
Smartphone users can scan a QR code on the product packaging to track their beer, downloading a free Track Your Bud app or by visiting www.trackyourbud.com. The Track Your Bud smartphone app is available for both the iPhone and Androids.
Although the program allows for further marketing of the company's product, Kahn looks forward to sharing his passion for brewing beer with genuinely interested consumers.
"I've been brewing beer for almost 28 years, I've been with Anheuser-Busch for almost 25 and I still love the art and the science of the process," Kahn said. "I've never been bored with it, it's somewhat of an obsession of mine and I think that people are interested in the process and this is going to give them a little more insight, and hopefully, they'll get excited about it."
The Cartersville brewery has an annual maximum production capacity of 9 million gallons made up of various products from Anheuser-Busch and parent company In-Bev. This year, the Cartersville brewery expects to near their capacity in production, 20 percent of which will be Budweiser.