Michelob Brewing Co., a subsidiary of Anheuser-Busch, said Monday that it would kick off an advertising campaign, offer some seasonal varieties year-round, and bring some other A-B beers under the Michelob nameplate and give them all consistent, new packaging.
It looks like Anheuser-Busch is diving headlong into the craft beer market by branding several craft beers, or “classic style” beers as they say, as Michelob. The beers to be offered are Michelob Dunkel Weisse, Michelob Pale Ale, Michelob AmberBock, Michelob Honey Lager, Michelob Porter, Shock Top Belgian White organic Stone Mill Pale Ale, and seasonal beers Jack’s Pumpkin Spice Ale, Winter’s Bourbon Cask Ale, Sun Dog Amber Wheat and Beach Bum Blonde Ale.
I noticed on the Michelob website that their slogan is “Crafting a better beer.” Is that new? I think it is interesting that A-B would dedicate an entire brand to craft beer. I have said before that this is evidence of America’s maturing beer palette. However, this could be bad news for microbreweries which can’t compete with Michelob on price and distribution scale. However, if the Michelob beers are watered-down versions of craft beers, they will never be able to compete with true full-flavored craft beers.
The only beer I have personally had from their line-up is Shock Top, which AB seemed embarrased to offer. It was a decent beer but not outstanding for a Belgian Wheat by any means. If it is representative of Michelob’s craft collection, real beer lovers will not abandon their microbrew favs for Michelob. This may even help the micros in the long run. If people who normally drink industrial beers try Michelob, they may get a taste of what real beer is and make the leap to craft beers.
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September 9th, 2008 at 10:53 pm
Srsly? This has got to be a piece from “The Onion.” There must be some “standards” or other measuring sticks that define a “Craft Beer” brewery.
September 10th, 2008 at 10:00 am
That new packaging looks a lot like the Sam Adams packaging, especially in the labels. I’m hesitant to want to try these brews but then again I’m willing to try any beer at least once. I think I’d feel better if someone gave them to me in a blind taste test and didn’t tell me it was a A-B brew, then perhaps I could rate it without predefined feelings.
September 18th, 2008 at 11:08 am
I’m using this post in a piece I’m doing about the Michelob craft beer series,/a><. My local beer distributor had some for $23.00 a case, so I took a gamble yesterday and brought some home. I am pleased to say it was really really good. The pale ale was solid and hoppy, the porter was (i can’t believe I’m saying this about A-B) f-ing delicious, the marzen was passable, and the red was as good as the pale ale. My g/f and I were both totally surprised. i will definitely be buying another case of the stuff, even if it IS A-B.