A-B declined to discuss the site due to be unveiled Nov. 7 at a New York party hosted by Adam Curry's On Ramp, the high-tech agency that created the Web site. But brewery insiders stress that a clear goal was to create the Web's most extensive and advanced beer site.
Mr. Curry, the founder of On Ramp, designed what had been the brewing industry's most high-tech Web site, for Miller Brewing Co.'s Molson Ice (http://www.Molsonice.com). The site includes video clips and on Labor Day weekend presented a live concert from Canada.
He and Miller have split and Mr. Curry is working exclusively for A-B on beer.
Budweiser's site (http://www.budweiser.com) is directed at consumers worldwide. By using the current ant and frog themes, A-B specifically picked icons identifiable to an audience in and outside the U.S. The ants and frog spots from DDB Needham Worldwide, Chicago, have been run by A-B in countries from Japan to Latin America.
A-B is expected to include an electronic game on its Web site, clips from some of its ads and considerable sports information related to its Olympics sponsorship and racing car sponsorships, though the Olympic information may not go on until early next year.