Bottoms Up

Beer and wine in the Bay Area and beyond

A-B Makes Money, All Malt Michelob, bud-TV

By William Brand
Friday, February 2nd, 2007 at 3:49 pm in Uncategorized.

This is starting to look like an Anheuser-Busch-Budweiser blog…But I can’t help it. The big Bud’s been busy indeed and it’s no wonder their profits are up 31 percent for 2006. Domestic sales of A-B beers rose 1.1 percent. That’s tiny, but consider the volume: 22.3 million barrels or 48.4 percent of the entire U.S. beer market.

Also, they cut deals across the world to import InBev beers (includes Stella Artois and , plus all beers from Grolsch, Kirin, Tiger and the Czech Budweiser, sold here as Czechvar. A-B also bought historic Rolling Rock, closed the Latrobe, PA. brewery and began brewing Rolling Rock in Newark. The company also owns a large share of Grupo Modelo, which makes Corona, among other beers, and Harpin, a brewery in China.

This exquisite photo of a glass
of Budvar Budweiser was
taken by European
photographer Daniel Zolli.

The list of breweries owned, or partly owned by Anheuser-Busch goes on and on. Here’s a link. to their most recent financial report,


A-B is about to announce that they’re revising the formula of its Michelob beers. No more rice. Beginning fairly soon, Michelob and Michelob Amber, and I guess, Michelob Light will be 100 barley malt. According to the company, that’s the way Michelob was when they introduced the brand the first time in 1896: A 100 percent barley-malt pilsner.

The brand was reintroduced in 1961 and I tried it as a very young beer drinker about then and was underwhelmed. I’ve always been underwhelmed with Michelob. Too dry. Not enough body. Anyway, here’s hoping.

I have two samples in my beer refrigerator and will try them sometime this weekend and let ‘ya know.


Anheuser Busch on Monday plans to launch “BUD-TV.” The site is already up

According to MarketWatch “Bud.TV will offer original comedy skits, performers and writers from “Saturday Night Live” appearing in original series, and short movies. Visitors will be encouraged to send in some of their own video, too.”

“ Tony Ponturo, vice president of global media and sports marketing at Anheuser Busch (BUD said he had to take the risk of Bud.TV. “If we don’t start playing in this digital game now,” he said, “we’re going to be playing catch-up for a long time. And this is an industry that can’t afford catch-up.”

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  • Joanna Pena-Bickley

    Compared to a 30 sec spot on the Super bowl that’s expensive. But is it really?
    How might we begin to measure the engagement model for this form of advertising? It would be nice to see an equation that factors in an average of 16 minutes of engagement for each consumer who will spend lots of time on, giving A-B the opportunity to put lots of ad exposures in front their customers.

    What are your thoughts?

    Continue the conversation at: