America's second-biggest beer is getting its own major-network reality show—but don't expect to see cast members chugging Budweiser. Instead, the hour-long ABC show, airing Saturdays, will focus its seven episodes on competitions, ranging from athletic to musical to culinary in nature, the Wall Street Journal reports. One episode will feature contestants getting pitching tips from retired baseball star Frank Viola; another week's contestants will compete to perform alongside Lady Gaga and Sting.
A funny side note: ABC limits the consumption of alcohol on camera, so no one will actually drink on the show—contestants, who applied for their spots online, will toast their success with Buds at the show's end (without taking a sip, we assume). The Budweiser logo won't be intrusive, either, Anheuser-Busch InBev execs say: "We want this to be natural." The company is one of many to participate in a resurgence of shows produced by advertisers, but it's the first booze company to bring its show to a major network.