Throughout the beer industry, fears of wine and spirits are running high. To that effect, over the last six months Anheuser Busch has been lobbying the beer industry for a publicity and marketing campaign to halt the popularity of wine and distilled spirits.
AB has come up with a campaign to do just that and try to re-ignite the purchasing of beer. There is an ad ready to roll, created three months ago by DDB Chicago, for the Super Bowl directed by Iain Mackenzie. AB is trying to get approval from industry groups to air the spot during the fourth quarter. The possible Super Bowl spot is titled "Slainte," (reference to a Gaelic toast), which shows people around the globe enjoying and making toasts with beer. The commercial will direct people to HeresToBeer.com, created by Cannonball, St. Louis. The site attempts to position beer in the same way wine or spirits are percieved, with food-pairing suggestions, recipes using beer and "beertails", suggested ways to mix beer.