Budweiser Urging Consumers to Drink Responsibly Much, Much More Than They Already Do

St. Louis, MO
Anheuser-Busch, parent company of Budweiser brand beers, has kicked off a new ad-campaign meant to raise public awareness about responsible, frequent alcoholic beverage consumption. "Our bold new campaign is a response to the trends we've observed in the alcoholic beverage market the over the last three quarters," noted an Anheuser-Busch representative. "Responsible consumption is more and more a concern of our core consumer group and we feel this new campaign reflects those concerns while still effectively marketing a great product."

Advertising experts note the campaign's effectiveness will be tested by the willingness of Budweiser's consumers to equate "responsible beer drinking" with "frequent beer drinking." Washington University in St. Louis Media professor Devon Carver notes that alcohol consumers already think of beer as a "cheap-enough drink you can enjoy more than one of in the course of a fun evening out." Carver went on to note, "I'm intrigued to see how this particular message will resonate and whether it will effect Budweiser's sales objectives for this quarter." The ad-campaign coincides with an across-the-board $1-reduction for all Anheuser-Busch beer brands sold in packs of 12, 18, 24 and 30.