A-B gives Michelob brands ‘creative license’

March 30th, 2008 | Posted by Real Beer

The St. Louis-Dispatch reports Anheuser-Busch is creating Michelob Brewing Co., a new unit that will encompass A-B’s fuller-flavored beers, such as Michelob, and spin-offs such as Michelob Porter and AmberBock as well as newer beers that have not yet been released.

This “formally gives new autonomy and creative license to its 112-year-old Michelob brand family.” Keith Levy, vice president of brand management at the company’s domestic beer division, said the company expects it will elicit appreciation of Michelob’s “authenticity.”

The P-D reports Michelob’s march toward autonomy started about a year ago, when A-B reintroduced Michelob Lager as an all-malt beer — which it was in 1896, when it was introduced as a “draught beer for connoisseurs.”

Now, the brewer is trying to wrap Michelob in the mantle of fast-growing specialty beers. Its new advertising tagline, for example, is “crafting a better beer.” Television commercials featuring brewery employees — Steve “the barley guy” and “Mel the maltster” — tout the care that goes into selecting and testing Michelob’s ingredients.

The story says A-B soon will introduce Michelob Dunkel Weisse — the company previously brewed a dunkelweizen only for the Colorado market — and expand Michelob Pale Ale into a year-round offering.

The Michelob family also includes Porter, Marzen, Wheat, Honey Lager and AmberBock — on top of the basic Michelob and Michelob Light. All of those beers, plus seasonal brews such as Sun Dog Amber Wheat, Beach Bum Blonde Ale and Jack’s Pumpkin Spice Ale, will be wrapped into Michelob Brewing Co.

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4 Responses to “A-B gives Michelob brands ‘creative license’”

  1. Fretlessman71 Says:

    What can I say? They’re learning. Regardless of what one might think of A/B and their practices as a company, you have to admire the statement this makes to the craft beer movement – namely, “You win.”

  2. john Says:

    Yep. Good deal. I buy the holiday pack every Christmas and look forward to more. I hope they can offer some good “specialty beers”.

  3. Scott Says:

    Does anyone out there have any additional information regarding Michelob’s aquisition of new brands or beer types?

  4. Patsi Says:

    To the crew of people that brew the fruit infused Mich Light beer:

    I want to know the ingredients details – calories, # of SUGARS per bottle, carbs, etc. It is extremely important to me to find out this information!

    I tried a sip of the Pomegranite Rasberry Mich Light and it is delicious! I need to know this information before I can buy!! I looked all over the 6 pack looking for these details and found none there!
    Had to put it back 8-(…

    I appreciate the entire ingredients information you can provide. Please send answer to the email address above.

    To Michelob Lite Fruit Infused Beer! Please send the information so I can buy.

    Cheers,
    Patsi