(TDB) - Anheuser-Busch has announced the launch of a new brewing project within its portfolio, whose first release will be an “easy-drinking, hard root beer”, tapping into a trend for sweeter flavour profiles.

Best Damn Brewing Co., will sit within the brewer’s existing portfolio and will be used to “leverage the talent of its brewmasters” across the US to produce products that its hopes will be “the best damn thing you’ve had all day”. The project’s first product is a sweet 5.5% ABV root beer aged on vanilla beans, its second its Best Damn Apple Ale.

“We’ve seen a growing consumer interest in sweeter taste profiles, and we jumped at the opportunity to brew an easy-drinking, hard root beer,” said Rashmi Patel, vice president, Share of Throat, Anheuser-Busch. “People like beers that are approachable, down-to-earth and don’t take themselves too seriously, so Best Damn Brewing Co. aims to bring all the flavor without any of the fuss.”

To support the launch of Best Damn Root Beer, Anheuser-Busch plans to make use of its 70-foot Jumbotron in Times Square, and its network of sports sponsorship deals, which includes more than 80 professional team and stadium/venue partnerships.

“We’re constantly testing new ideas and we’re excited to bring more to the market through the Best Damn Brewing Co. brand in 2016,” added Patel.