Judge Bars Bud Light From Suggesting Rival Beers Contain Corn Syrup
May 25 2019 - 11:49AM
Dow Jones News
By Nat Ives
A judge on Friday temporarily barred Bud Light from suggesting
in its advertising that rival beers Coors Light and Miller Lite
contain corn syrup.
The decision granted parts of a preliminary injunction requested
by MillerCoors LLC, which sued Anheuser-Busch Companies LLC in
March over Bud Light ads pointing out that Miller Lite and Coors
Light use corn syrup in their brewing processes.
The campaign began in the Super Bowl, during which
Anheuser-Busch Companies LLC, part of Anheuser-Busch InBev SA, ran
several Bud Light ads introducing the corn-syrup theme. It
continued after the game, including on billboards describing Bud
Light as having "100 percent less corn syrup" than either rival
brand.
MillerCoors argued in its lawsuit that the ads "deceive beer
consumers into believing that there is corn syrup and high-fructose
corn syrup in Miller Lite and Coors Light." There is no corn syrup
in either beer by the time it reaches consumers, the company says,
and high-fructose corn syrup is never involved at any point.
It sought an order barring Bud Light from repeating corn-syrup
claims against Coors Light or Miller Lite, blocking any airings of
specific ads including the original Super Bowl spot, and compelling
Bud Light to run "corrective" advertising.
U.S. District Judge William Conley in Madison, Wis., on Friday
temporarily barred Anheuser-Busch ads that say Bud Light contains
"100% less corn syrup," describe corn syrup as an ingredient in
Coors Light or Miller Lite, or mention corn syrup without reference
to the brewing process. He denied Anheuser-Busch's motion to
dismiss the larger suit.
"We are pleased with today's ruling that will force Anheuser
Busch to change or remove advertisements that were clearly designed
to mislead the American public," MillerCoors Chief Executive Gavin
Hattersley said in a statement. "As the dominant market leader,
Anheuser Busch should be seeking to grow the beer category, not
destroy it through deceptive advertising."
Anheuser-Busch described the ruling as a victory because it left
Bud Light's Super Bowl advertising unscathed, and said it plans to
resume airing the original commercial as soon as this weekend.
Brewers are fighting for market share amid a two-decade slide at
the hands of wine and spirits. Beer's share of U.S. alcohol sales
fell to 45.5% last year from 56% in 1999, while spirits grew to
37.3% from 28.2% and wine edged up to 17.2% from 15.8%, according
to the Distilled Spirits Council.
Write to Nat Ives at nat.ives@wsj.com
(END) Dow Jones Newswires
May 25, 2019 11:34 ET (15:34 GMT)
Copyright (c) 2019 Dow Jones & Company, Inc.
Anheuser Busch Inbev SA NV (NYSE:BUD)
Historical Stock Chart
From Mar 2024 to Apr 2024
Anheuser Busch Inbev SA NV (NYSE:BUD)
Historical Stock Chart
From Apr 2023 to Apr 2024