Colleges Mad At Bud

Anheuser-Busch isn’t making friends with NCAA teams anytime soon. Dozens of colleges are irate at the company’s decision to sell colored cans of Bug Light, which is aimed at marketing the beer to football fans. While the cans do not feature team logos, there are 27 different color combinations, which officials say will promote underage drinking and make fans think that the colleges are sponsoring the beer.

The only ones who should be mad at Anheuser-Busch are other beer companies, like Stella Artois' InBev. Image: Newscom

Beer cans in team colors are already available in some locations. These “Fan Cans” are the company’s way to combat declining sales, but the promotion could backfire. Anheuser-Busch is facing trademark issues, and they have agreed to stop selling the colored cans near any college campus who submits a formal complain. Already, Michigan, Colorado, Oklahoma State, Texas A&M, and Boston College has asked that the beer not be sold near their campuses. Michigan lawyers are actually threatening legal action if maize and blue cans are sold anywhere in the state. Other colleges, including LSU and Texas, have decided to allow the beer, though many health officials at the school oppose the use.

Anheuser-Busch, however, doesn’t think they are doing anything wrong. The company reports that they and their US wholesales have spent over $750 million to combat underage drinking, as well as drinking and driving, since 1982. They also comply with an industry-wide agreement with colleges to prohibit marketing that encourages binge drinking, which is why you don’t see Bud or other alcohol companies sponsoring happy hour anymore.

Here’s the thing, though. College students are going to drink on game day whether they have colored cans or not. The question is whether or not they’ll be buying Bud Light because it shows a little school spirit or another brand that doesn’t taste like piss. Yes, Anheuser-Busch is going to probably see a jump in sales, but let’s be honest…it’s going to be at the expense of other beer companies who weren’t smart enough to come up with such a good marketing campaign.