Thursday, 5 February 2015

Brewed the Hard Way, Marketed the Vicious Way

“This is beer for people who like to drink beer brewed the hard way”.

Well thank you, Anheuser-Busch.

The Budweiser Super Bowl ad is sixty seconds of bitter celluloid, in which the brewing giant licks shots at people who drink, well, any beer other than Bud, it seems. But especially craft beer hipsters. People who “dissect” beer, and who “sip... peach pumpkin ale”. People who don’t drink beer brewed “the hard way”, whatever that means.

I wonder what kind of hardships one of the world’s largest brewing concerns faces on a daily basis. AB-InBev, the brewing behemoth of which Anheuser-Busch is a component, has a twenty five percent share of the world’s beer market. I seriously doubt any of the top kicks of the AB-InBev corporate pyramid ever worry about bailiffs showing up at the door, or have to make the hard decision to change from branded to generic cola on their weekly shops. But, whatever, brewed the hard way. Moving on.