The National Advertising Division of BBB National Programs has determined that Molson Coors should discontinue ads that say “light beer shouldn’t taste like water. It should taste like beer.”

The decision represents a victory for Anheuser-Busch InBev, which brought the challenge after Miller Lite commercials running last spring used the phrase in an apparent jab at AB InBev’s Michelob Ultra brand. Molson Coors stated it has appealed the decision to the National Advertising Review Board, the appellate-level truth-in-advertising body of BBB National Programs.

NAD said it determined that Miller Lite's “taste like water” claim “is not puffery or a mere opinion.”

“Although no specific competing light beer is identified by name in the challenged videos, NAD determined that tasting ‘like water’ is a measurable attribute. Reliable sensory testing could demonstrate whether consumers detect a watery taste or the complete absence of taste. Consumers may also reasonably expect that the statement is supported by such evidence,” the NAD said in explaining its ruling.

Because Molson Coors did not submit evidence supporting the claim that any other light beers “taste like water,” NAD recommended that the claim be discontinued, NAD said. 

The Miller Lite commercials, from DDB Chicago, spoofed the fitness positioning behind Michelob Ultra by showing people exercising, then pouring cans labeled “extremely light beer” over their heads.

“Anheuser-Busch appreciates NAD’s thoughtful review and conclusion regarding Miller Lite’s baseless advertising claims about light beer,” an Anheuser-Busch spokesperson said in a statement. “True stewards of the beer industry should be working together to strengthen the beer category instead of resorting to misleading attacks that denigrate products enjoyed by millions of beer drinkers.”

Molson Coors Chief Communications Officer Adam Collins had a different opinion.

“We vehemently disagree with this decision because we believe light beer should taste like beer, not water, and we are well within our right to share that belief,” Collins said. 

The two brewers have a history of fighting over advertising claims, including in the courts. In 2019, they went head-to-head during the “Corngate” matter when Bud Light targeted both Miller Lite and Coors Light in Super Bowl ads that alleged the brands used corn syrup. Molson Coors followed with a lawsuit seeking to stop the airing of the spots.