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MILWAUKEE – A judge in Wisconsin ordered Anheuser-Busch to stop suggesting in his ad that MillerCoors' light beers contained corn syrup, resulting in a battle between two beer giants losing market share small independent brewers.
US Judge William Conley of West Wisconsin District granted a preliminary injunction requested by MillerCoors on Friday that temporarily prevents Anheuser-Busch from using the words "corn syrup" in commercials without giving more context.
MillerCoors continued its rival in March, claiming that Anheuser-Busch, based in St. Louis, had spent up to $ 30 million for a "false and misleading" campaign, including $ 13 million in his first commercials during this year's Super Bowl.
However, the decision did not affect all Anheuser-Busch advertising for MillerCoors, allowing the Super Bowl world premiere ads to continue to air.
Anheuser-Busch's advertising was criticized by the National Corn Growers Association, who thanked MillerCoors for its support. In its lawsuit, MillerCoors said it "was not ashamed of its use of corn syrup as an aid to fermentation."
Corn syrup is used by several brewers during fermentation. During this process, the corn syrup is broken down and consumed by the yeast, so that there is nothing left in the final product. Bud Light is brewed with rice rather than corn syrup, but Anheuser-Busch uses corn syrup in some of its other beverages, including Stella Artois Cider and Busch Light beer.
MillerCoors applauded the decision and said that Anheuser-Busch should try to develop the beer market and not "destroy it through misleading advertising".
"We are delighted with today's decision that will require Anheuser-Busch to modify or remove advertisements clearly designed to mislead the American public," said MillerCoors CEO Gavin Hattersley.
Anheuser Busch, however, described the decision as a "win for consumers" because it allows "Super Delivery" brand advertising to continue to be broadcast.
This ad showed a medieval caravan pushing a huge barrel of corn syrup into castles for MillerCoors to manufacture Miller Lite and Coors Light. Trade indicates that Bud Light is not brewed with corn syrup. Anheuser Busch said the ad would be broadcast this weekend.
"As the best-selling beer in the United States, Bud Light remains committed to leading the liquor industry by providing more transparency to consumers, including informing them of the ingredients used to brew their beer," said Cesar. Vargas, vice president of Anheuser-Busch. President of Legal and Corporate Affairs.
Judge Conley ordered Anheuser Busch to temporarily stop using commercials mentioning corn syrup without mentioning "brewed with", "made with" or "uses", or describing corn syrup as "brewed". ingredient in finished products.
The decision concerns two Bud Light commercials and billboards describing Bud Light as containing "100% less corn syrup" than Miller Lite and Coors Light.
Anheuser Busch said the ads were no longer being broadcast and the company was not considering continuing to use them.
Conley JA also denied Anheuser Busch's motion to quash the case, arguing that it could possibly prove misleading statements and damage to MillerCoors' reputation.
According to the Brewers Association, MillerCoors and Anheuser-Busch, headquartered in Chicago, hold the largest market share in the United States, with respectively 24.8% and 41.6%, but losing their business in recent years for smaller independent breweries, imports and wines and spirits. .
According to MillerCoors, Anheuser-Busch attacks health-conscious consumers who have a negative connotation of corn syrup, sometimes confusing it with high-fructose corn syrup in sodas.
The quarrel threatens to disrupt an alliance between the two companies in order to work on a campaign to promote the beer industry while sales are down.
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