Corn Syrup in Light Beer: Does Anyone Even Care?

An Example of an Advertising Clash That Should Make Everyone Want to Drink Something Else

Everyone knows that Super Bowl commercials cost a lot of money and showcase some of the most creative advertising ideas of the year. We watch with interest, talk about our favorite ads around the water cooler on the sluggish Monday morning after the big game, and then move on with our lives. I wish that was the case this year. As it turns out, one of the most prominent and enduring advertising legacies of the least eventful Super Bowl in history (this past February’s 13-3 snooze fest between the Patriots and Rams) is the most boring type of marketing outcome: hurt feelings and ongoing litigation between big time beer makers, Anheuser-Busch InBev and MillerCoors.

Here’s the long and short of it: Bud Light’s ad – check it out here if you haven’t seen it (spoiler alert: you have) – suggests that Coors Light and Miller Lite contain – GASP! – corn syrup. Since apparently corn is a product that Satan developed from the depths of Hell and should be avoided like the plague (which is an apt reference considering the Medieval time period of the ad), MillerCoors got very upset. It filed suit, Anhesuer-Busch InBev defended itself, a ruling came down just this past Friday in MillerCoors’ favor, and this overwhelmingly interesting debate rages on while the world sits on pins and needles for the outcome.

“As the dominant market leader, Anheuser Busch should be seeking to grow the beer category, not destroy it through deceptive advertising. Their campaign is bad for the public, bad for the beer industry and against the law.”

MillerCoors CEO Gavin Hattersley

I can’t imagine anyone not being interested in two of the largest brewers on the planet getting into a litigious battle over… corn syrup. Besides MillerCoors, some farmers are angry because it – apparently – makes them look bad. Other than those folks, I’m having trouble finding a group of people who think this ongoing litigation deserves much merit (besides some corporate lawyers and their increasingly fat wallets, of course). Does anyone who chooses to drink light beer really care how it was made? If you’re drinking it, you have made a cost-conscious choice that taste is unimportant. But, I’m not sure corn syrup is something that’s going to change many minds about what to drink. It contains empty calories, poor taste, and an even worse after-taste.

“Bud Light remains committed to leading the alcohol industry by providing more transparency for consumers including letting them know about the ingredients that are used to brew their beer.”

Bud Light Statement

This case (I refuse to call it a controversy) reminds me that oftentimes the inflated and out-of-touch egos in corporate boardrooms and marketing departments take precedence over consumer perception and interest. This situation would be different if there was something compelling at stake. Claims such as “Coors Light doesn’t pay its taxes!” or “Bud Light has never cleaned its factories!” (both of which are untrue as far as I know) would at least merit some attention and perhaps even a lawsuit. But corn in light beer?! I’ll stick to drinking my craft beer or taking a nap till this dispute is over, thank you very much.

-Nick

References:

FEDERAL JUDGE ORDERS CHANGES TO SOME OF BUD LIGHT’S CORN SYRUP ADS

MillerCoors escalates ‘Corn Syrup War’ with lawsuit against rival Anheuser-Busch

Farmers, Beer Drinkers Furious Over Bud Light Corn Syrup Super Bowl Ad