Anheuser-Busch Companies, Inc.: Beer … Or Michelob? campaign

In a bid to differentiate Michelob beer from a confusing range of super-premium, and microbrewery brands flooding the US, Anheuser-Busch increased its advertising budget from $17 million (approximately £8.5 million at 2008 rates) in 1996 to $30 million (£15 million) in 1998.

Anheuser-Busch Companies, Inc.: Beer … Or Michelob? campaign

Judson Knight

OVERVIEW

In 1998 Anheuser-Busch Companies, the Saint Louis, Missouri-based brewery best known for its premium Budweiser and Bud Light beers, greatly increased the advertising...