The Super Bowl will be hosted in Atlanta this year at the city’s new $1 billion+ stadium and home of the Atlanta Falcons – Mercedes Benz Stadium
The area next door, previously known as Phillps Arena and past home to the Atlanta Thrashers and current Atlanta Hawks, has also just been renovated and renamed to State Farm Arena. In January, State Farm will host a three-day Bud Light music festival alongside the Super Bowl.
The initial lineup has been announced, which includes Bruno Mars, Ludacris, and Cardi B. Friday’s lineup includes Rock and Roll Hall of Famer Aerosmith. Bud Light is teasing a fourth major artist to be announced soon.
The fest runs from Thursday, January 31st to Saturday, February 2nd.
Weeks ago, Budweiser placed locked fridges of Bud Light in parts of Cleveland, Ohio. They were to remain locked until the Browns finally won a football game.
“The Bud Light Browns ‘Victory Fridge’ is a fun way to celebrate and reward a fanbase that has never wavered in enthusiasm or dedication for their team no matter what happens.” – Andy Goeler, Vice-President of Marketing, Bud Light
It’s been 635 days. Finally, the Browns did it. Over the jets in Thursday night football. The fridges are unlocked, and we are told this is where to find them:
- Barley House, 1261 W. 6th St., Cleveland
- Broadway Brewhouse, 3828, 127 S Broadway St., New Philadelphia
- Offshore Bar and Grille, 130 Forest Dr, Willoughby
- Bud’s Corner, 5750 Columbus Rd NE, Louisville
- Grindstone Tap House, 826 Front St, Berea
- Barley House, 222 S Main S.t #1B, Akron
- Merry Arts Pub & Grille, 15607 1/2 Detroit Ave., Lakewood
- Game On Lakewood, 17103 Detroit Ave., Lakewood
- Portage Lakes Basement, 3420 Manchester Rd., Akron
- Panini’s Westlake, 23800 Detroit Rd, Westlake
- Grayton Road Tavern, 4760 Grayton Rd., Cleveland
- The Galaxy Restaurant, 201 Park Center Dr., Wadsworth
- Slim & Jumbo’s, 8101 Main St, Garrettsville
- Loby’s Grille, 4736 Hills and Dales Rd NW, Canton
Even if it is with light beer, Cleveland can finally celebrate. Dilly Dilly.
Budweiser 1933 Repeal Reserve Amber Lager is the latest national release by Anheuser Busch InBev.
According to Anheuser Busch, brewery founder Adolphus Busch created 1933 Repeal Reserve Amber Lager prior to the American Prohibition in 1920. The beer never traveled far from Bud’s original home of Saint Louis before alcohol was banned.
With the anniversary of Repeal coming up on December 5th plus the holidays looming, Anheuser Busch is launching Budweiser 1933 Repeal Reserve Amber Lager. The amber lager is lightly hopped, and caramel malt-forward. Repeal Reserve will also be packaged in vintage “stubby” 12-ounce bottles.
“We are excited to mark the upcoming holiday season and the anniversary of the repeal of Prohibition with this new brew based on a forgotten recipe. While Budweiser Repeal Reserve is a great tasting Amber Lager, it also tells the story of an important part of our history and gives reason for celebration.” – Ricardo Marques, VP of Budweiser
The official launch of Budweiser 1933 Repeal Reserve Amber Lager is slated for October 25th in New York City. Th brewery has partnered with LYFT to bring a fleet of 1930’s cars for safe rides to the launch party.
1933 Repeal Reserve is available in 12-ounce bottles and draft for a limited time.
Style: Amber Lager
Availability: 12oz Bottles, Draft.
Anheuser Busch made some major cuts in their “High End” today, eliminating nearly 400 jobs.
Sometime around 10 pm last evening, representatives for The High End, including High End district managers started getting calendar invites for phone conferences with Budweiser Human Resources. This morning, the ax started to drop.
In a conference call with Alex Medicis, the Vice President of Sales for AB InBev North America, (concluding just after 3:45 pm this afternoon) most of the employees working with The High End have been let go.
According to Medicis, Anheuser-Busch is rethinking the business model surrounding the High End, centering more on efficiency. Cuts were made coast to coast.
Per Mike Seabaugh, High End Sales Rep, AB’s explanation centered around brewery acquisitions. “Basically, they’ve bought quite a few breweries and with those purchases came a bunch of employees. They don’t have room for us anymore”, he said.
The High End won’t comment on the exact number of employees, speaking on background “that less than 2% of the 18,000 employees have in North America were impacted.” According to that math, that’s around 360 employees.
It was also mentioned that after meeting with various wholesalers around the country, the general consensus is that the employees and managers for The High End were superfluous.
Beer Street Journal is told that employees that work directly for breweries purchased for Anheuser-Busch’s High End portfolio – Goose Island, 10 Barrel, Elysian, Blue Point, Wicked Weed, Four Peaks, Devil’s Backbone, Breckenridge, and Karbach, will retain their positions at the respective breweries.
Editors Note: A representative with The High End contacted Beer Street Journal about the above piece. More information has not been provided. (4:45pm)
This is a developing story. This article will be updated with more information as it becomes available.
When in doubt, take a shot a craft beer. That seems to be Anheuser Busch’s mentality in the latest advertising spots for Bud Light.
In the upcoming TV spots, if you are overwhelmed by craft beer’s extensive and “unusual” concoctions, Bud Light will be waiting, with its four ingredients – water, rice, barley and hops. No need to look for fruit, spices or even lobster here.
The new TV promos titled “Bottle” and “Complex” will air on August 10th during the Denver Broncos and Chicago Bears preseason game. The push promotes Bud Light as “America’s Light Lager.”
This latest marketing approach comes as big brand light beers like Bud Light are in decline. According to Beer Marketer’s Insights, Bud Light was down 8.4% for 12 weeks thru July 16 in IRI multi-outlet and convenience in a Q2 conference call. Despite the downturn, the company states the beer is considered an “underdog” in beer circles, yet A-B states 20,000 Bud Lights are sold every minute, every day of the year.
This may not be the Peach Pumpkin Ale brouhaha of the Super Bowl in 2015, but it’s still interesting to see a company that spends over a billion dollars acquiring craft breweries take a shot at the beers they create.
These spots, and other creative content focus on the quality and simplicity Bud Light delivers with its four essential ingredients. The new creative takes consumers to the heart of the brewing process, showing how Bud Light takes the time to make sure every beer goes down smooth and crisp, so it can be shared and enjoyed among friends.
Despite declining volume this summer, Bud Light is still the number #1 beer sold in America, followed by Coors Light.
Today some American craft breweries took to social media to voice their concerns about another Anheuser-Busch maneuver. This time it has to do with hops.
We have verified the facts amidst the social media outrage. The news emerged in a memo from ZA Hops, an independent hop distributer. ZA Hops previously had access to and sold surplus South African hops, grown by farms under the SAB umbrella. Confirmed by Paul Gatza of the Brewers Association, ZA Hops was informed that surplus hops from SAB Hop Farms in South Africa would no longer be sold outside of the AB InBev network. The memo they sent out included the statement:
I was informed by SAB Hop Farms (part of ABI’s purchase of SAB-Miller) that ABI are commandeering all the hops that were to be allocated for distribution to North American craft brewers. The goal is to sell the hops internally to their acquired (former) craft breweries, even though they have not been able to sell all the hops as of yet. Regardless, they refuse to let US craft brewers buy any CY 2017 hops believing this will afford them a competitive advantage in an increasingly competitive marketplace. – ZA Hops (Full memo below)
This isn’t entirely surprising since the acquisition of SABMiller, including SAB Hop Farms, occurred in the fall of 2015 thereby giving ownership to AB InBev. However, many breweries have lashed out today at the news that they will not have access to purchase SAB grown South African hops this harvest.
This move by AB InBev opens an interesting discussion however. While they are completely within their rights to use their own assets (hops in this case), within their own breweries, and restrict competitors (North American craft breweries), it has incited the industry into some interesting reactions.
The biggest chord struck seems to be a general fear at the shear size and power of AB. Following the shocking news this week about Wicked Weed, the craft beer industry has to feel like no one is safe. To follow that purchase with the loss of previously accessible hop varieties, once again to AB, can’t feel good.
It seems a scary pattern of vertical integration becoming clearer and clearer each year. Distributers, craft breweries, even home brew supply shops to name a few. Now they have cut off an entire hop region from anyone outside of AB InBev.
We find ourselves asking, how far will this go? Will AB InBev try to vertically integrate even further and expand their North American hop sector as well? This week has made it pretty obvious that even those we thought would never sell, do.
America’s craft sector has made amazing leaps and bounds with hundreds of new craft breweries founded every year. In fact this year, the U.S. hit over 5000 craft breweries during a generation that is encouraged to “drink local” and “drink craft.” It’s become pretty clear that AB has noticed and is waging war. They started quietly at first, but this week has been pretty loud to the ears of craft beer lovers.
At the end of the day, the news has been rough on craft beer this week. It has raised a lot of anger, fears, and questions. But frankly, what did we expect from AB? For them to lay back and watch their percentage of the beer market shrink year after year and say, “well its only fair, at least the people have choices?”
No, this move is exactly what should be expected from Anheuser-Busch. It falls right in line with historically how they do business. How they grew so large and became such a powerhouse in the first place. It’s smart business. As a publicly traded company, their responsibility is to their shareholders, not their competitors.
But does it suck for the breweries we know and love? Absolutely. Does it suck for all who support independent craft brewers and loved those yummy South African hopped beers? Absolutely.
FULL: ZA Hops Memo:
“Along with the news late last week of ABI buying Wicked Weed, I was informed by SAB Hop Farms (part of ABI’s purchase of SAB-Miller) that ABI are commandeering all the hops that were to be allocated for distribution to North American craft brewers. The goal is to sell the hops internally to their acquired (former) craft breweries, even though they have not been able to sell all the hops as of yet. Regardless, they refuse to let US craft brewers buy any CY 2017 hops believing this will afford them a competitive advantage in an increasingly competitive marketplace. So unfortunately, there will be no CY 2017 hops available from ZA Hops. Whether they decide to sell to the craft beer market independently is unclear at this point should they not be able to allocate all the hops internally. This is a shocking turn of events, though commensurate with ABI’s business practices, and devastating to my company – yet another blow to craft beer.”
Image: Beer Street Journal/ Elk Mountain Hop Farm
This might come as a shock for some. Asheville, North Carolina’s Wicked Weed Brewing has been acquired by Anheuser-Busch.
Walt and Luke Dickinson, along with Ryan Guthy, started work on a plan that would eventually become nationally known Wicked Weed in 2009. The brewery started as small brewpub in downtown Asheville and eventually expanded into the all-oak wild and sour “Funkatorium.” Shortly after that build, the brewery added a full production facility just outside of Asheville. Then in 2016, Wicked Weed announced a second sour facility located near Asheville’s airport. That’s four facilities in nearly 4 years.
“This is an exciting time for the entire brewing team. Our ability to create a wide range of really well executed beers that are focused on creativity, quality and drinkability is what makes Wicked Weed great. We have chosen to partner with The High End to position ourselves to make Wicked Weed what we imagined it could be when we first sat at a craft beer bar and talked about opening a brewery. As a brewer, giving our team more resources to continue innovating our portfolio and the ability to reach more craft drinkers, allows us to keep putting the beer and the people first.” Co-founder Walt Dickinson
Today Wicked Weed Brewing becomes the next multi-million dollar acquisition by the world’s largest brewery Anheuser-Busch. Their purchase expands A-B’s “High End” division which includes Goose Island, Blue Point Brewing, Breckenridge Brewing, Golden Road, 10 Barrel Brewing, Elysian, and Four Peaks Brewing.
Plus… they just dropped over $104 billion on SABMiller.
Wicked Weed’s lineup will join the brewery’s ever expanding “High End” portfolio. Wicked Weed Brewing employs more than 200 people across their four facilities. According the brewery, the founding ownership will continue to lead the brewery.
Interestingly, the downtown brewpub is closed until 5pm today for “Staff Training”.
The sum of the deal was not disclosed.