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MillerCoors made another hit at Bud Light in a blog post that showed rival beermakers' sales plummeting since his Super Bowl ad showed that Miller and Coors had used corn syrup in their light beer.
Miller Lite and Coors Light use corn syrup to feed the yeast during the brewing process. Once the yeast has eaten the corn syrup, it turns into alcohol and carbon dioxide. Anheuser-Busch uses rice to feed the yeast when it prepares Bud Light.
The advertisement also compromised an alliance intended to help the largest American beer producers. The Wall Street Journal has announced that MillerCoors has withdrawn from a scheduled meeting this month with AB InBev, Heineken and Constellation Brands. The four beer companies were discussing teaming up for a national advertising campaign to relaunch beer sales in the US for more than a year before Super Bowl advertising was broadcast.
Beer consumption in the United States is declining, with consumers drinking more spirits and wine or totally avoiding alcohol. Last year, the unit volume of beer sold declined by 1.5%, according to IWSR data. To aggravate the situation of the largest beer producers in the country, craft beers have begun the sales of the big brewers.
But MillerCoors blames Bud Light's sales decline for Super Bowl advertising. In a blog post citing data from Nielsen, the brewer said Monday that Bud Light's sales volume had declined 9.2% from the previous year in the four weeks since the Super Bowl . In the 12 weeks before the football match, the volume of sales of this beer had decreased by 6.7%.
MillerCoors, quoting Nielsen's data, also pointed out that, while Bud Light's market share had declined, Miller Lite had gained market share, while Coors Light remained in the high-end lamp category. However, he did not share his own growth in sales volume.
"It's clear that Bud Light's desperate attempt to mislead consumers is not helping them," said Anup Shah, vice president of the Miller family of brands, in a statement.
Anheuser-Busch did not immediately respond to a request for comment. A spokesman for Nielsen was not immediately available to confirm the data cited in the blog article.
Laura Ries, branding consultant at Ries & Ries, said MillerCoors' comments were a return to the Cola Wars between Coca-Cola and PepsiCo in the 1980s.
"This tends to put off consumers when there is too much negativity – and they think too much about their competitors before consumers," she said.
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