retail news in context, analysis with attitude

Advertising Age reports that in an effort to take advantage of consumer enthusiasm for craft beers, Anheuser-Busch InBev "is launching a series of Budweiser-branded brews named for the zip codes where they were created."

According to the story, "brewmasters at 12 AB InBev breweries created their own small-batch 'tribute' beers, each with a distinct style. The company pared the list to six beers that will be sampled this summer. Based on consumer feedback, the brewer will narrow the list to three beers that will be included in a limited-edition sampler pack hitting stores in the fall ... The initiative is another example of how big brewers are following the playbook of smaller craft brewers by spotlighting brewmasters and seeking to connect with local communities. MillerCoors, for instance, has begun showcasing Keith Villa, the creator of Blue Moon."
KC's View:
Not sure that pretending to be small is going to work, but I think this is an interesting idea - if the beer is good. If it isn't, all the new packaging and new names in the world are going to go flat.