Budweiser Tells Adolphus Busch’s Immigrant Story in Super Bowl Ad
Budweiser isn’t steering clear of controversy with its Super Bowl LI ad. This year’s 60-second spot isn’t challenging craft beer geeks though, instead telling the immigration story of Adolphus Busch.
The cinematic spot titled “Born the Hard Way” — a nod to last year’s “Brewed the Hard Way,” spot — follows Busch’s 1857 journey from Germany to the United States, which wasn’t always so welcoming.
“This commercial shows the start of Budweiser’s journey, and while it is set in the 1800s, it’s a story we believe will resonate with today’s entrepreneurial generation — those who continue strive for their dreams,” Budweiser vice president Ricardo Marques said via a press release.
The ad is likely to also make waves in light of President Donald Trump’s executive order banning nearly all travel to the U.S. from seven predominantly Muslim countries.
Busch Beer Releases First-Ever Super Bowl Ad
Anheuser-Busch InBev also gave an early look at the first-ever Super Bowl spot for economy brand Busch.
The 30-second ad, titled “BUSCHHHHH,” features several callbacks to Busch campaigns of the 1970s, including the “stream pull” and “BUSCHHHHH” can crack sound, while also previewing new packaging coming to stores in April and a flannel-wearing, scruffy-bearded spokesman referred to as “Busch Guy.”
“By featuring our iconic ‘stream pull’ and the ‘BUSCHHHHH’ can crack sound, we created a relatable and funny spot, expected to resonate strongly with those consumers who have the same values that we do,” ABI senior director of value brands Chelsea Phillips, Sr. said in a press release.
The ad, which will play during the first quarter of the game, was developed with Busch’s creative agency, Deutsch New York.
Corona, Tecate Take Shots at Trump’s 2,000-Mile Wall
Mexican beer makers aren’t staying silent in the face of the Trump administration’s threats of a 2,000-mile border wall and tariffs on Mexican imports.
In its latest Mexican television ad, Groupo Modelo’s flagship brand Corona is challenging the notion that America — North and South — isn’t great.
Meanwhile, Tecate is running ads titled #TecateBeerWall — in which bros on both sides of the border share beers.
At least one Republican politician is speaking up in support of import beer. South Carolina Senator Lindsey Graham fired off a series of tweets last week criticizing a potential 20 percent border tax on Mexico, while namechecking Corona.
“Border security yes, tariffs no. Mexico is 3rd largest trading partner. Any tariff we can levy they can levy. Huge barrier to econ growth,” Graham wrote. “Simply put, any policy proposal which drives up costs of Corona, tequila, or margaritas is a big-time bad idea. Mucho Sad.”
Georgia, Mississippi Move Closer to Direct Beer Sales at Breweries
A bill that would allow direct beer sales at Georgia’s craft breweries is winding its way through the legislature. On Monday, the bill passed through the Senate Regulated Industries and Utilities Committee, and now lands in the hands of the Senate Rules Committee, which will decide if the bill will receive a vote on the floor of the Senate, the Atlanta Journal-Constitution reported.
Senate Bill 85 would allow consumers to buy up to a case of to-go beer from breweries as well as drink beer on-site, the outlet reported. The bill also would permit brewpubs to sell to-go beer.
A similar bill in Mississippi has advanced to the House of Representatives after passing the Ways and Means Committee, according to Mississippi Today.
On-site sales are currently banned in Mississippi, but House Bill 1322 would permit breweries selling less than 60,000 barrels of beer annually to sell up to two cases of beer, per day, to consumers between the hours of 7 a.m. and midnight.
The outlet also reported that an amendment would allow out-of-state companies that buy Mississippi craft breweries to run taprooms and sell beer on-site.
A similar bill died in 2016, but the current version has the support of the state’s wholesalers, who have fought similar efforts in the past. That’s not the case this year.
“This issue has been vetted over the last several months by the association’s members who want to help the Mississippi craft brewers succeed and thrive while not causing any irreparable harm to the beer industry’s three-tier system,” Ricky Brown, president of the Mississippi Beer Distributors Association, said in a press release.
According to the Oxford Eagle, the bill would also:
- Cap taproom and off-premise consumption sales at 10 percent of the brewery’s annual production or 1,500 barrels, whichever is less.
- Require breweries to pay state excise and sales taxes on beer sold in tasting rooms for on- and off-site consumption.
- Increase the production cap for brewpubs to about 2,500 barrels a year.
- Remove food requirements from existing brewpub qualifications.
Jean Lorizio to lead Massachusetts ABCC
Attorney Jean Lorizio has been named as the new chair and commissioner of the state’s Alcoholic Beverages Control Commission, according to the Boston Globe.
The appointment of Lorizio, who spent 17 years helping run Boston’s Licensing Board, comes at a crucial time for the ABCC and the state treasurer’s office, which recently formed a task force to conduct a sweeping review of the state’s archaic alcohol laws.
“I am confident her experience at the local level and her expertise with liquor laws and licensing will greatly serve the ABCC and benefit licensees and consumers across the Commonwealth,” Goldberg said in a press release.
Boulevard Strikes Sponsorship Deal with Kansas City Royals
Boulevard Brewing Co. and the Kansas City Royals have shared a long love affair. That relationship was further consummated Wednesday with the hometown ballclub naming Boulevard as its “official craft beer” partner.
In a press release, Boulevard referred to the deal as “what is believed to be the single most important and far-reaching sponsorship of a major league sports team by an American specialty brewer.”
The 5-year agreement — which the brewery’s Kansas City distributor, Central States Beverage Company, helped facilitate — will allow Boulevard to use the Royals’ trademarks throughout the team’s six-state television territory. In the past, Boulevard had to choose its words carefully when referencing the home team, namely with the release of Crown Town Ale, a golden ale celebrating the Royals’ 2014 World Series run and 2015 World championship victory. The arrangement will also lead to more Boulevard experiences throughout Kauffman Stadium, including a right field “Hop Stop.”
“We’ve enjoyed a long, close and mutually rewarding relationship with our hometown team, and we’re excited by the opportunity to elevate our partnership,” Duvel USA president Jeff Krum said in a press release. “We hope to create unique and memorable fan experiences, and look forward to a successful season, both on and off the field.”