Interbrew slams ‘misleading’ Michelob ads

Interbrew, the Belgian brewing giant that owns Stella Artois, has taken strong issue with US brewer Anheuser-Busch (A-B) over an ad for A-B’s Michelob premium bottled beer. The ad highlights the difference in the price of a bottle of Stella in Belgium and the UK. Interbrew has complained to the Advertising Standards Authority.

The ad, which ran in national and regional newspapers this summer, was headlined: “Belgium is laughing at your expense”, with a price of &£1.11 quoted for a bottle of Stella in Belgium and &£2.09 for a bottle in the UK. The ad signed off with the line: “Michelob – a premium product on both sides of the Atlantic”.

An Interbrew spokeswoman says: “The ad is misleading and makes unfair comparisons. The prices for Stella are from certain Belgian and UK bars, which may not be representative. Furthermore, they don’t take duty into account – taxes are five times higher in the UK – or the fact that UK Stella has a higher alcohol level by volume. Nor do they provide comparative prices for Michelob in the US, UK and Belgium.”

Defending the ad, a spokesman for A-B Europe says: “We think it’s important for beer drinkers to have the right information as they make their brand choices. Our goal in developing this ad was to make that information available to them.”

Recommended

Digest

Marketing Week

BUPA has appointed Nicky Saunders as head of marketing for BUPA Hospitals, following the promotion of Harriet de Swiet to head of brand management for the BUPA Group.

Digest

Marketing Week

The Sandom Group has created a £2.5m radio and outdoor campaign for Travel Inn, which breaks on November 1, featuring the strapline ‘Your Inn For A Good Night’s Sleep’.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now