A-B COOKS UP NEW RECIPES USING BEER

CAROL ANGRISANI

ST. LOUIS - Beer isn't just the nation's top alcoholic beverage. It also can serve as a flavorsome ingredient in recipes like Budweiser Batter Tempura and Michelob AmberBock Brats and Kraut.

That's the message Anheuser-Busch here is delivering with its Brewmaster's Bistro, a retail cooking demonstration program. Conducted by professional chefs, the in-store demos feature Budweiser, Michelob and other A-B brands.

While Brewmaster's Bistro has been available to retailers across the United States (where legal), A-B recently added ethnic recipes to the mix. The brewer now features Latin, Asian and other foods to cater to the nation's fast-growing ethnic populations.

"Incorporating ethnic cuisine into the Brewmaster's Bistro menu can help retailers micro-market to these diverse consumer audiences," said Bill Laufer, A-B's vice president of national retail sales for the supermarket channel.

Chefs prepare foods using specific beers, along with other groceries found in the store. Recipes vary based on the chef, the market and the retailer's preferences.

"Brewmaster's Bistro draws attention to the beer category as well as the complementary products used in the recipes," Laufer said. "It helps grow the market basket by providing consumers with fresh ideas for the dinner table."

The demos are set up in different areas of the store.

A-B wholesalers work with the retailer to determine the best location.

Featured A-B brands depend on the objectives of each event. For example, if the demonstration is held in conjunction with a Budweiser display or promotion, recipes will incorporate Budweiser, Bud Light and Budweiser Select. Recipes could include Portabella Mushrooms in Budweiser Essence and Budweiser Select Beer Cheese Soup.