Busch Beer marked a historic day in its 65-year history with the release of Busch Light Apple, the first-ever flavor innovation for Busch Light.

Busch Light Apple is a new light lager made with natural apple flavors. It’s available now in select states across the country for a limited time. 

“The development and launch of Busch Light Apple is one of the most significant moments in our brand’s 65-year history,” says Daniel Blake, VP of Value Brands at Anheuser-Busch. “We tested this flavor and knew immediately that our fans would love the crisp, refreshing taste. Our fans have had an incredible reaction to everything we’ve done this year, and with this limited-time run we know they’ll be moving quickly to try it before it’s out of the market.” 

Busch Light announced its Apple flavor with a keynote address delivered by brand spokesperson, Busch Guy; the keynote can be viewed here. Busch also reimagined its website in a new aesthetic.

Furthermore, it is offering fans an “insurance program” promotion on the new product, where Busch will award Busch Light Apple Beer Replacement Protection to the first 1,000 people who share a photo of their new Busch Light Apple with $10 dollars to use towards a replacement pack. 

The Busch Light Apple keynote is also supported by two TV ads, a 30-second corollary to the keynote address titled “Whispers of Busch Light Apple,” and a 30-second ode to the new product, titled “Oh Yeah.”

Busch Light Apple is available for a limited time only in 12, 24 and 30 packs of 12-oz. cans, as well as 16-oz. cans in select states.

Fans can enter the Busch Light Apple Beer Replacement Protection program by posting a photo with their new Busch Light Apple and using #BuschProtection and #Contest.