The same week that Starbuck’s rolled out their Pumpkin Spice Latte, an annual event that generates its own fan frenzy, Anheuser-Busch took to twitter to announce that it had rebranded Busch Light beer as “Busch Latté,”.

Here’s the deal…

It was a serious rollout, complete with several photos of the rebranded beer in evocative autumnal settings…Busch Latté surrounded by fall leaves and pumpkins…Busch Latté being delivered to retail.

Anheuser-Busch trumpeted the campaign with billboards in St. Louis, Los Angeles, New York City and Chicago, promoting Busch Latté as a cold, refreshing “latte” alternative to Starbuck’s fall exotic. Which is kind of ironic because many coffee aficionados, consider the uber-sweet Pumpkin Spice Latte to be a pumpkin pie alternative for those who don’t like coffee.

Busch Latté is being positioned next biggest fall beverage craze,” according Marketing Dive. And given the growing backlash surrounding to the pumpkin concoction which has almost 3x’s the calories of Busch Light …we’ve got to think that Busch Latté could build some market share if only it was real, which it isn’t.

That’s right the whole Busch Latté campaign is bogus…

Anheuser-Busch is trying to drum up some social media attention, for a beer that DOES exist, with a product that DOESN’T.

And the whole Busch Latté terminology wasn’t even Anheuser-Busch’s idea.

Turns out fans of the beer (yep, Busch Light has its fan) have been referring to their favorite as Busch Latté in online platforms for years.

And Anheuser-Busch smartly saw it an opportunity to harness a little social media juice and maybe generate some action similar to the nonsensical “Dilly Dilly” catchphrase associated with Bud Light that became a huge viral success.

Dealing with continuing sales slumps in recent years. AB InBev and other Big Beer brewers have struggled to retain younger drinkers, who are more frequently opting for wine, spirits and craft beers.

And social media campaigns come cheap and can be effective which may help explains the Busch Latté campaign.

But were still confused how Starbucks Pumpkin Spice Latte ever became a ‘thing.’