In yet another odd moment for the strange year that is 2020, Bud Light has entered the console wars. The BL6 — which Anheuser-Busch directly compares to the PS5 and Xbox Series X/S — is a gaming console with an in-built projector that also doubles as a beer koozie. Which there is still much discussion regarding the new consoles a week after their launches, it is clear that the American brewing company is utilizing this time as a marketing opportunity.
Built in the shape 0f a six-pack, the BL6 is essentially a gaming PC, as reported by PCMag. The BL6 has an Intel i7 CPU, 16GB of RAM, an Asus projector, two controllers, and integrated graphics via Intel Iris. The half-console/half-koozie/half-projector has two hours of battery life and comes pre-loaded with Tekken 7, Soulcalibur VI, and Broforce. There is even a console exclusive game developed by Bud Light themselves in the form of Six Puck, a twist on air hockey.
The BL6 is available via auction at Shop Beer Gear (which is Anhauser-Busch’s own store). All proceeds will be going to the National Restaurant Association Educational Foundation for its Change is on the Menu program, which will educate, train, and empower restaurant employees in an industry suffering from the ongoing COVID-19 pandemic. As of this time of writing, the current highest bid for the six-pack console is $6,000.
The BL6 is directly compared to its competitors from Sony and Microsoft, with Bud Light making light of the PS5’s large size and flexing the console’s ability to keep beers cold over the Xbox Series X and its separately-sold Xbox fridge. Even though the PS5 and Xbox Series X are likely more powerful than the BL6, players certainly can’t count on them to have the ability to hold drinks and keep them cold.
It seems that Bud Light is getting further into the gamer market following the beer brand branching out into esports. Back in September this year, Bud Light hosted an esports tournament featuring shroud and DrLupo. The American beer brand has also partnered with London-based esports team Fnatic and the League of Legends Championship Series in Los Angeles.
Besides Bud Light, Philadelphia Cream Cheese has also used the console wars as a marketing opportunity, releasing a cheesecake kit resembling the PS5. The kit sells for a fraction of the PS5’s cost at $4.99.
The BL6 is available via auction at Shop Beer Gear, with proceeds going to the National Restaurant Association Educational Foundation.
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