Blog: A-B and Miller - will the bickering never stop?
Olly Wehring | 5 May 2006
There are a few things guaranteed in life: death, taxes – and the odd spat between Anheuser-Busch and Miller Brewing, are certainly among them.
This week, Miller dismissed the ‘Here’s to Beer’ campaign – an industry-wide initiative led by A-B to promote the beer category as a whole – as only serving the interests of the Budweiser brewer. A-B had tried to garner industry support for the campaign, but has been left to handle the effort on its own as rival brewers opt to focus on their own brands.
Yesterday (4 May), St. Louis hit back, arguing that ‘Here’s to Beer’ had won industry-wide backing, pointing out that wholesalers and retailers around the country were supporting the campaign. Moreover, Bob Lachky, the A-B executive in charge of the campaign, was quick to point out that rival wholesalers were putting their weight behind the initiative and insisted the marketing drive did not need the endorsement of other brewers.
The campaign is a personal crusade for Lachky, the man behind many of A-B’s marketing successes in the past. He is adamant that ‘Here’s to Beer’ is working, with the domestic beer category up during the early part of this year and beer beginning to win back share of throat against wine and spirits in some US states.
A-B has been less bullish, however, about last week’s revelations in the Wall Street Journal that the brewer had changed the recipes to Budweiser and Bud Light in recent years. The WSJ – the second most read paper in the US – quoted A-B chairman August A. Busch as saying that he ordered more hops to be added to the beers. This admission comes after A-B had repeatedly denied Miller’s claims that it had changed the recipe for Budweiser and Bud Light.
Naturally, Miller was delighted at A-B’s ‘confession’ and the giddiness in Milwaukee must have reached record highs last week, as Miller sent a plane flying over A-B’s St. Louis HQ with a banner that read: “Sire, sire, pants on fire” (No, I didn’t get it either).
It was a stunt that left A-B employees scratching their heads in bewilderment but maybe Miller shouldn’t be so hasty in revelling in others’ discomfort. A-B saw domestic volumes rise 4.6% during the first quarter of the year, the first signs of a turnaround from last year’s disappointing performance. Meanwhile, Miller’s parent, SABMiller, revealed in a trading update last month that Miller sales-to-retailers were down 1% for the year to 31 March.
SABMiller reveals its full financial figures for the year on 18 May – only then will we really discover if it has been left with egg on its face.
Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....
PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....
SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...
Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....
- Comment - How Hand-Made is Tito's Handmade Vodka?
- Analysis - Remy's Cognac "dead-cat bounce"
- Heineken to stay "active player" in beer M&A - CFO
- Focus - Pernod Ricard's Q1 sales by brand
- Time for Heineken to make a European break
- Moët Hennessy unveils first Travel Retail outlet
- Whisky downturn slows Diageo's Scotch spend
- Beam Suntory, Edrington part ways in Travel Retail
- United Spirits sees Q1 net loss
- Pernod Ricard sees sales lift in Q1