Support local journalism. Join the Orlando Weekly Press Club.

Tuesday, February 3, 2015

Shots fired, shots returned! Craft beer hits back at Budweiser's attempted takedown

Posted By on Tue, Feb 3, 2015 at 3:42 PM

  • Damned hipsters and their snifters.

Craft brewers and anyone who loves their work have been hopping mad since Sunday, when Budweiser aired this Super Bowl ad:

Dubbed by Anheuser Busch "Brewed the Hard Way," the spot comes off more like "Shut Up, Weirdos" in its disdain for craft brewing. The words "Proudly a Macro Beer" are superimposed over towering steel tanks; shots of a hot barmaid and some thundering Clydesdale hooves follow, under the words "It's Not Brewed To Be..." — and then "...Fussed Over" overlays a shot of a waxed-mustached, vintage-glasses-wearing hipster prissily sipping dark beer out of a snifter. The full text of the ad runs thus:

Proudly a macro beer. It's not brewed to be fussed over. It's brewed for a crisp, smooth finish. This is the only beer beechwood aged since 1876. There's only one Budweiser. It's brewed for drinking. Not dissecting. The people who drink our beer are people who like drinking beer. To drink beer brewed the hard way. Let them sip their pumpkin peach ale. We'll be brewing us some golden suds. This is the famous Budweiser beer. This Bud's for you.

Ooh, pumpkin peach ale, is it? Somebody call the wah!-mbulance, because craft brewing just took a third-degree BURN.

Predictably, blogs and social media exploded with hot takes. "They'd have done better to stick with Clydesdales and puppies," said the Atlantic. "[Budweiser's] ads ... come off as aggressively insecure, and a bit hypocritical, since AB-InBev owns the much-beloved Chicago craft brewer Goose Island," said Slate. "Anheuser is so non-threatened by craft beer that it saw fit to spend $9 million on a 60-second Super Bowl ad just to make sure you were aware of that fact. Because that’s what a company does when it’s definitely not being threatened," said Paste. "It's hypocrisy, but that's not a problem for a company that has no real moral fiber," said Redlight Redlight bartender Teege Braune in an article by Tod Caviness, two of our favorite local drinking specialists.

And today, Hopstories, a production company that creates videos and ad collateral for craft brewers, fired back with their spoof of the Budweiser ad:

An excerpt: "Only craft beer is brewed by hand the actual hard way. We will savor our hundreds of styles, you keep pushing your one.”

OK, I would say "Your move, Budweiser," but maybe everyone should just go back to their corners and drink what they wanna. How about that for a solution? #stopfiring

UPDATE: I've just discovered (OK, been pointed to) two more spoofs:

This one by Ninkasi Brewing suggests the proper usage of Budweiser is beer bongs or simply pouring over your head, not drinking:

And this one by Abita Brewing Co. ("Yeah, we made a pumpkin peach beer, and it was good ... damn good"):

Tags: , , , , , ,

We welcome readers to submit letters regarding articles and content in Orlando Weekly. Letters should be a minimum of 150 words, refer to content that has appeared on Orlando Weekly, and must include the writer's full name, address, and phone number for verification purposes. No attachments will be considered. Writers of letters selected for publication will be notified via email. Letters may be edited and shortened for space.

Email us at [email protected].

Support Local Journalism.
Join the Orlando Weekly Press Club

Local journalism is information. Information is power. And we believe everyone deserves access to accurate independent coverage of their community and state. Our readers helped us continue this coverage in 2020, and we are so grateful for the support.

Help us keep this coverage going in 2021. Whether it's a one-time acknowledgement of this article or an ongoing membership pledge, your support goes to local-based reporting from our small but mighty team.

Join the Orlando Weekly Press Club for as little as $5 a month.


Never miss a beat

Sign Up Now

Subscribe now to get the latest news delivered right to your inbox.

Read the Digital Print Issue

January 26, 2022

View more issues


© 2022 Orlando Weekly

Website powered by Foundation