Anheuser-Busch will modify print, radio and bar-card ad claims that attack ads for Boston Beer Co.'s Samuel Adams beer, the National Advertising Division of the Council of Better Business Bureaus said. Claims included: "Why does Samuel Adams pretend to come from New England when the truth is it's brewed and bottled by contract breweries all around the country?" The A-B ads were challenged by Boston Beer. NAD requested that any future A-B claims not imply that Boston Beer does not control the brewing of its beers at contract breweries or that Samuel Adams beers are of the same quality as the low-price beers the contract brewers produce under their own labels. Previously, A-B had joined with Oregon brewers to ask the Bureau of Alcohol, Tobacco & Firearms to require labeling that prevents Boston Beer from claiming to be a small brew.
Copyright March 1997, Crain Communications Inc.