It is no surprise to see a Budweiser Commercial be a huge part of the Superbowl. They have been one of the big spenders for years. But what is surprising is their choice to shift away from the ads focused on the masses that don’t show you a single thing about beer to something that proudly trumpets their Macro beer status and mocks craft beer at the same time.
There are many things wrong with this ad, but most of all is the suggestion that craft beer drinkers only care about sipping and dissecting their beers and not about actually drinking and enjoying their beers. There are many different styles of beers, from the easy-drinking session IPAs, brown ales, and pale ales, to the more sipping-friendly double IPAs, barley wines, and imperial stouts. Though tasters are a common part of craft breweries, they exist not to promote sipping but to give beer drinkers a way to try the different types of beers available at a brewery without having to order a pint of each.
What the craft beer movement shows is not that craft beer is meant to be sipped but that there are many different types of beers available for all kinds of fans. If you want something lighter, and equivalent to Budweiser, there are plenty of delicious local Blondes, Session IPAs, and Ambers that are meant to be enjoyed all day long. If you are looking for something with a little more punch, there are plenty of West Coast style IPAs that are a bit stronger but still can be enjoyed over time.
Finally, there are the barley wines, imperial stouts, double IPAs, imperial reds, and other sorts of beers that are best enjoyed slowly either because of the rarity or the high alcohol. These beers are not fussed over, though. Instead, they are enjoyed for all the flavors they present.
The ad is also ridiculously ironic considering AB In Bev is currently on a buying spree, picking up craft breweries. Most recently this includes 10 Barrel out of Oregon and Elysian out of Seattle, Washington. For a company to simultaneously make fun of craft beers while buying up new breweries to promote it is hard to tell what the focus is. Either way, it is a sad attempt to attack the craft breweries that have been winning over the public’s appreciation lately.
UPDATE: Craft Beer response to the Budwesier ad is below. Totally nailed it.