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PETE MARINO hadn’t made it through security at Atlanta’s Mercedes-Benz Stadium when he saw digital displays touting Bud Light’s ingredient “transparency”: Just water, barley, rice and hops.Īs MillerCoors’ chief communications officer, Marino was among many in the beer industry who had guessed at Bud Light’s Super Bowl strategy since Anheuser-Busch had conspicuously declined to give distributors a sneak peek at its TV ads. city – has been steeped in brand-name beer? Illustration by Jonathon Bartlett Anheuser-Busch has gone negative within its own diminishing category, leaving industry watchers to wonder: Is Big Beer such a hard sell, is it so desperate, that its best play is to join in on the finger-pointing?Īnd, if so, what does that mean for the legacy of Milwaukee, with an abiding identity that – perhaps more than any other U.S. Whoever prevails this round, the Bud Light ads suggest a bold game plan from the market leader, coming as Americans increasingly prefer craft beers, wine and spirits. MillerCoors has fired back with ads of its own, and in March sued Anheuser-Busch in a Wisconsin federal court, claiming false and misleading advertising. More than 125 years later, a new chapter is being added to the contentious history between these brewing giants, beginning with a Super Bowl LIII ad that informed 100 million Americans that Miller Lite and its corporate sibling Coors Light are brewed using corn syrup, while Bud Light is not.īud Light has since doubled down with more attack-minded TV spots, marketing materials and highway billboards – including several in Milwaukee, deep behind enemy lines. Five years later, a federal judge ordered Miller to stop using the name, signaling to the victorious Busch, essentially: This Bud’s for you. breweries, including fellow Milwaukeean Schlitz, tried to cash in on Anheuser-Busch’s imitation of a centuries-old Bohemian lager from the Czech town of Ceske Budejovice – or Budweis, in German – in the same way that many made pilsners inspired by Czech brewers in Pilsen.īut Miller was the only stateside brewer to persist after warnings sent out by Adolphus Busch’s attorney in 1893. “While it was a very difficult decision, we have extra capacity in our system and Irwindale’s production can be absorbed by other breweries in our network.In fact, many U.S. “This move will allow us to optimize our brewery footprint while streamlining our operations for greater efficiency across the network,” Brian Erhardt, chief integrated supply chain officer, said in a statement. The company recently moved its world headquarters from Denver to the Chicago offices of MillerCoors, its U.S.

The closing is part of a general retrenchment for Molson Coors, which saw sales decline3.2% for the three months ending Sept.

It also brewed beer on a contract basis for Pabst Brewing Co., which has an option to buy the Irwindale facility. Last year the brewery produced 4.8 million barrels under brands including Miller Lite, Coors Light, Miller High Life, MGD, Steel Reserve and Miller 64. Molson Coors has announcedplans to close a brewery in Irwindale, Calif., with a loss of about 470 jobs.