In the latest legal challenge between the nations top two beer makers, Federal regulators have rejected Anheuser-Bush complaints about rival Miller Brewing Co.’s advertising campaigns.
The two companies have been battling for market share and have become increasingly aggressive in using attack ads to win consumers.
In this case, the Treasury Departments Alcohol and Tobacco Tax and Trade Bureau (TTB) found that a Miller Lite slogan “more taste and half the carbs of Bud Lite,” was not misleading or disparaging, according to news reports.
The complaint was filed in January.
The TTB sent letters to both Anheuser-Busch and Miller that “explained that under the regulations regulating advertising matters, we found no violations,” said TTB spokesperson Art Resnick.
Miller was pleased with the decision.
“It validates that the proposition that has made Miller Lite America’s fastest growing beer is rock solid,” said Miller spokesperson Peter Marino. “We are going to continue to make consumers aware that Miller Lite has more taste and half the carbs than Bud Lite and we’re also going to assume that Anheuser-Busch is going to continue to complain about our marketing efforts.”
Calls to Anheuser-Busch were not returned.
Last June, Miller dropped a legal challenge against Anheuser-Busch attack ads calling Miller Lite the “Queen of Carbs.” At the time, Miller said the decision was based on its strong sales over the Memorial Day weekend that signaled that the attack ads had not slowed Miller Lite’s momentum.
Anheuser-Busch, which brews Budweiser and Bud Lite and is based in St. Louis, MO, is the world’s largest brewer with 49.4% of the U.S. beer market. Miller, the world’s second-largest brewer and based in Milwaukee, has 18.5%.
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