CHICAGO – This October, Anheuser-Busch will launch a new version of its flagship beverage called Budweiser American Ale, Advertising Age reports. The ale will be a darker, richer version of Budweiser lager, said Marlene Coulis, the company’s vice president of consumer strategy and innovation.

The announcement comes shortly after Miller Brewing Co. launched its Miller Lite Brewers Collection, a trio of craft-style beers.

However, Coulis points to Anheuser-Busch’s Michelob brand, which has spun off new craft versions for more than 10 years, as the inspiration behind Budweiser American Ale. “Michelob was a perfect model for this,” she said. “Obviously seeing the growth that’s occurred in craft and micros, it’s a perfect opportunity for us.”

The last time the Budweiser brand expanded was with the launch of Bud Light in 1982, which was in response to the successful Miller Lite. Bud Light, which became the world’s leading beer, will have a lime-flavored version join its line this May.

Coulis said the additions to the Bud family will strengthen the core brands by introducing new drinkers to its beverages. “We believe this will positively reflect on Budweiser,” she said. “It’ll help us reach a whole new set of consumers.”