Are the Beer Wars Back?

A-B keeps up the heat.

“Are the beer wars back?’ asks the headline of an Associated Press story.

Could be, as Anheuser-Busch continues to lash out at Miller Brewing Company over a Miller Lite commercial that playfully uses A-B’s dalmatian mascot.

A-B on Wednesday ran in the Milwaukee Journal-Sentinel the same “Keep up the bad work, Miller Beer” advertisement that appeared in Tuesday’s editions of the USA Today and St. Louis Post-Dispatch. Brew Blog reported on that yesterday.

But, as the AP story noted, Miller “isn’t backing down.” Miller today ran in ad in the USA Today to drive Miller Lite’s “Good Call” message. The ad shows the back of two Miller trucks that carry the message that Miller Lite has more taste and fewer carbs than Bud Light.

“The facts speak for themselves,” the ad says.

The AP story goes on:

“Miller President and CEO Tom Long said in a note to distributors Tuesday that the company will have more showings of the ad this weekend during football games on several networks.

"’The 'able challenger' is alive and well, and if A-B thought the Miller system would lose its competitive edge in the months to come, they don't know us or you very well,’ Long wrote.”

It’s important to remember that the ultimate goal of comparative advertising -- good comparative advertising, at least -- is to differentiate your product.

A-B should know: It used comparative advertising to drive Bud Light sales back in the 1980s with its “Make it a Bud Light” advertising.

That campaign worked -- and so has comparative advertising for Miller Lite that touts its carb, calorie and taste attributes.

Comparative advertising, such as the “blue and whites,” has been a key part of Miller’s ad mix ever since the brewer made the “hard right turn” to focus on the beer.

And during the six months ended September 30, essentially the period since Miller took the turn, Miller Lite sales to retailers have increased by 2.1 percent.

It’s worth asking whether that trend, and not the playful use of an A-B icon, is what prompted A-B’s response.

So will the beer wars continue? Advertising Age yesterday reported that A-B CEO August Busch IV told distributors that the “Bad work” ad was a one-off (possibly timed to the A-B distributor meeting?). But in the past A-B has gone on the attack after saying it wouldn’t.

Ultimately, it may all depend on whether Miller Lite’s growth trend raises concerns in St. Louis.

The AP story can be seen here.

The Ad Age story can be seen here.

Previous Brew Blog coverage can be seen here.