I completely missed the Superbowl, and by extension the commercials that ran during the game.

Luckily, social media is there to fill in the gaps, otherwise I would have totally missed this gem from Budweiser.

The commercial was one of two the macro brewery ran during the game. While the other was the typical heart-string tug we’ve come to expect from these things (the puppy! The Clydesdales!), the “Brewed the Hard Way” ad was a straight-on attack on craft beer and the people who drink it.

The ad is set to a generic electronic “jock-rock” tune and paints Budweiser as a “proudly macro beer;” one that’s not meant to be fussed over or dissected (by mustachioed hipsters, especially). To craft beer lovers, the whole thing has distinctly defensive (and divisive) vibe, which seems odd considering Budweiser sells about as much beer as the entire craft-beer industry and that its parent company produces Shock Top and has bought (or owns stake in) a number of craft breweries including Green Valley Brewing Company, Goose Island, Redhook Brewing and Seattle’s Elysian Brewing Company. Way to play both sides Anheuser-Busch.

Obviously, the commercial got the craft beer geeks all excited, which might have been the goal. But was it effective beyond that? I have some craft-beer bias, so I’ll ask you. Did Budweiser just put beer snobs in their place? Or is this the Walmart of beer attempting re-tool and re-“cool” its image within its core audience?

I am sure we will get some local perspective from the guys ar the Perfect Pour podcast. They talked about the sale of Elysian on their last episode. Can’t wait to hear their take on this.

Josh Tehee

Josh Tehee

Joshua Tehee is an entertainment guy. Music runs in his veins. Like seriously, you cut him open and there's no blood-- just music. It's weird.
Josh Tehee
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3 thoughts on “Budweiser hates craft beers (and hipsters)

  • February 2, 2015 at 1:10 pm
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    I don’t get the idea that Bud = manly. I mean, it’s pretty watered down and tame. I could see it if they were talking about an IPA or something.

    Reply
  • February 3, 2015 at 10:52 am
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    I see two things it seems to be asserting: 1) People drink Bud for the finish, not the taste. and 2) they’re drinking it because they just like beer. But beer without flavor or body or anything fun and interesting about it at all. So does that mean they just want to get drunk? I don’t get it. It seems anti-choice and almost anti-intellectual.

    Reply
  • February 3, 2015 at 12:33 pm
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    I find it way more interesting and telling to watch the response emerge from the hipster community. To answer your question, YES the ad was very effective but NO this ad alone won’t result in a huge pendulum swing away from craft beers. Personally, I think the snobby attitude of those enamored with the craft beer movement to much more provocative than this ad.

    Reply

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