sooner this twelvemonth , the parent troupe of Anheuser - Busch , AB InBev , started snatching upsmall craft breweriesall across the country . In fact , InBev buy another onejust yesterday , the same Clarence Shepard Day Jr. the Belgian - Brazilian conglomerate announce theredesign of its own flagship light beer , Bud Light .
Welcome toHappy Hour . Substance maltreatment for nerds .
First , lest you think this narration is being whispered to you by the hoppy breathing space of a beer snob who only drinks astringently unpleasant dual - IPAs , allow it be known that I hail from St. Louis , Missouri , place of Anheuser - Busch . I have downed many a Bud Light whilst cheering on the Cardinals or idly meandering down the Meramec River . I am solidly pro - Anheuser - Busch . One might say that Budweiser avail to create our modern-day beer - drinking culture . It once was a small craft beer as well .
So back to the can . The new Bud Light design by Wieden+Kennedy is being annunciate as throwback , and maybe it is , a small . It most evokes the 90 ’s epoch can , flop after it shortened its name from Budweiser Light . I in reality think it looks in force — it front more like it belongs on the shelf next to grownup brother Budweiser now .
But other change are afoot , too . This redesign will also bespeak an goal to Bud Light ’s “ Whatever ” safari , whichbluewashed the Ithiel Town of Crested Butte , Colorado into a taunt frat company , and level the “ in force selling beer ” in the US towards a unlike promotional fate , to be revealed , quiet , I ’m indisputable , at the Super Bowl . I ’m just guessing it will be a footling more advanced and a little less bro . It ’s the same style that many other mountain - produced beers are attempt to “ indie up . ”
Why ? Because we ’re in a gilt present moment when it comes to beer . Right now the area has arecord - eminent number of independent breweriesoperating , providing Americans with an astoundingly diverse raiment of alcohol-dependent potable pick . No wonder cock-a-hoop beers need to seem modest .
We ’ve come a foresighted way since 1983 , when there were only 80 brewery operating in the US — half of them large beer conglomerates . But just in the last 12 months something really worrying has happened — the pick are narrow again . Earlier this year AB InBev added a few more letter to its name in amergerwith SABMiller . NowAB InBev SABMillerowns over 400 beer labels , includingeight out 10 of America ’s top brands . One in every three beersconsumed anywhere on the planet is being sold to you by the same giant company .
The fact that a unmarried hefty bay window is gobble up foxiness breweries might not affect the taste of your favorite small - foot race beer ( yet ) , but it does make it harder for another independent beer maker to break into the market . Bud Light ’s new design is probably not go to convince many beer drinker into juicy can fans . But the attention it will get from refreshing its stigmatization will keep AB InBev SABMiller flush with the John Cash it call for to buy the next fiddling brewery down the street .
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