Tag Archives: Anheuser–Busch

Michelob is a Craft Beer?

That’s what they will want you to believe according to their new marketing campaign:

Michelob will spend $30 million next year recasting itself as a member of the craft segment. Michelob’s entire portfolio sold 450 million cases, per IRI, for the 52 weeks ended Aug. 24.

Comparatively, craft category leader Boston Beer last year shipped 49 million cases, per Beer Marketer’s Insights.

Michelob’s “Crafting a better beer” ads will even mimic Boston Beer’s Sam Adams ads.

The reason for their new image?

Case sales of craft beers are up 17.1% at food, drug, liquor and c-stores for the year ended Nov. 3 compared with a 0.08% increase for the overall category.

Y’see, according to the Anheuser-Busch’s of the world, it’s not that the craft beers are selling a better product. It’s just that they’re marketed better.

Of course, marketing is the only answer they have at the moment. They can’t come out and say the craft beers, on average, are better than the Michelob’s and Miller’s of the world. If they did they’d immediately give credence to the craft beer industry as being the better quality brands. Then they’d have to change their recipes.

And neither of those things are going to happen. So, instead they get cynical and manipulative, hoping no ones notices that they aren’t actually small time brewers.

To all Fans of Rolling Rock (pre AB)

I received this in my inbox the other day, and it seems legit (tracing back headers, verifying IP addresses, etc, etc).

If you’ve ever dreamt of being in a movie, and you’re a Rolling Rock fan, here’s your chance to shine.


I’m working on a documentary about Rolling Rock Beer and the current sale to Anheuser-Busch. We’re looking for people from all around the country who would like to go on camera for our doc and express their feeling on Rolling Rock and the sale. If you could post this info on your site and spread it around to any of your Rolling Rock drinking friends it would be greatly appreciated.

Please feel free to send any questions my way, as well.
Wade H.W. Rudolph
Production and Talent Development
One Louder Productions

tags technorati : beer documentary Rolling Rock


Anheuser-Busch Buys Rolling Rock

Yet another memory of my youth being sullied by an LCD business.

(LCD= Lowest Common Denominator, and yes I know that Rolling Rock isn’t the end all be all. But try telling me that 20 years ago).

UPDATE: Josh adds the following points in the comments that deserve to be addressed:

While I hate to see Rolling Rock leave PA, the world over is screwing up this story. Anheuser-Busch is buying Rolling Rock from its former owner, InBev.

InBev is a monstrous international comapny based in Belgium. They own an endless list of breweries and claim to brew more beer by volume than anyone else in the world.

Why not spin this story as a return of Rolling Rock to an American Company? I feel bad for Latrobe, but I disagree with your LCD assessment.

All I can say of InBev is at least they kept Rolling Rock in Latrobe.

Technorati Tags: Beer, Rolling Rock