During Super Bowl 49 the world got to see just how AB-InBev views the craft beer industry. The seem to view it with disdain, contempt, and frustration. AB-InBev spent $9 million to poke fun at the craft beer industry. And all it seemed to do was piss off a lot of people.
Some would say that was exactly the point. Some would say AB-InBev is getting massive amounts of press, mainstream, social, and blogged, and that was the goal. All that is specualtion. The reasons for the tone of the commercial will be nothing but assumed by you and me.
So, what do we take from this commerical then?
- AB-InBev acted like the multinational corporation it is by attacking small businesses.
- Craft brewers now have more proof they are making a difference.
- AB-InBev is one these two - completely disconnected from what they've been doing recently with the ownership acquisitions of 10 Barrel Brewing and Elysian Brewing OR they totally get it and they want to flaunt that they can/will continue takeovers.
- The Super Bowl 49 ad gives SABMiller a tremendous opportunity to latch onto the craft brewing industry by lambasting AB-InBev (not that it will help SABMiller).
Most importantly, millions of Super Bowl viewers are now more familiar with craft beer.
My speculation is that somewhere out there, someone had no clue that pumpkin peach ale was a possibility, if even a reality. Now, s/he does.
And, s/he will be seeking craft beer in the near future, if s/he hasn't already.
Thank you, AB-InBev for prostelyzing for us. We appreciate the $9 million gesture.