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The beer biz never sleeps at American Craft Beer. And here’s some more of what’s been happening in the beer world, while you were drinking your way through a pretty exciting Super Bowl.
Did Budweiser’s Super Bowl Commercials Matter? (St Louis, MO) – Major brands like Budweiser don’t spend $5 million to air a 30-second spot during the Super Bowl without doing tons of research. Commercials like the six AB InBev aired last night, represent months of research, hundreds of hours of planning by marketing teams and weeks of filming. But we wonder, do they work and are the worth all that money?
Budweiser’s ‘Stand By Me’ ad which had already racked up more than 12 million views on YouTube, prior to its Super Bowl debut, tapped into the American spirit as it chronicled the brewery’s disaster relief efforts last year. It was patriotic and good-natured, but whether it will stem the brand’s declining fortunes …who knows?
And Bud Light’s “Dilly Dilly” campaign (they debuted the third in their trilogy last night), was funny, but whether it will turn around Bud Light’s slumping sales remains to be seen.
Bud Light’s annual volume dropped 5.7 percent in 2017 and that’s the brand’s largest single-year drop EVER according to Beer Marketer’s Insights. Budweiser’s volume was down 7 percent last year, a sobering fall to the fourth most popular beer in the US, behind Miller Lite for the first time.
Words To Drink By (Greenwood, MS) – “There’s nowhere to hide imperfection when you’re brewing a light lager.” Andy Goeler, Bud Light’s VP of Marketing
Brewery VS Apartment Complex (Des Moines, IA) – We’ve got to admit that in the world of beer/brewery naming litigation, this is a new one. According to the Des Moines Register, Confluence Brewing has filed a trademark lawsuit against the Roers Companies, a Minnesota-based developer of the Confluence on 3rd an apartment complex that’s planned to be built in Des Moines next year.
Confluence Brewing’s president and co-founder, John Martin said “there’s been confusion in the marketplace over the two entities’ names.” And Confluence Brewing’s attorney, Allison Kerndt, said, “we sent them notice letters and cease and desist letters and left multiple voice messages and emails that just went unanswered.”
