It looks like David Chang’s fondness for cheap beer is spilling into a full-on corporate sponsorship: Budweiser announced today that Chang will judge something called the “Bud & Burger Championship” this summer, which will crown the burger in America that best pairs with “proudly macro” brew.
It’s quite a media deal: Chang will judge contestants’ food (alongside a team of Budweiser brewmasters, no less); there’s a tie-in to a forthcoming reality-television show (something on the Esquire Network tentatively called United States of Burgers); and the Momofuku chef will presumably star in the corresponding national ad campaign. Between this, the Audi commercials, and a looming fast-casual concept, it looks like Chang will reach another level of fame.
