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Does craft beer take itself too seriously?

February 3, 2015 by Matt Kirkegaard

http://youtu.be/siHU_9ec94c

No doubt everyone has seen ‘the ad’ by now. Did it mock craft beer? Probably. Poke fun at people who drink it? Yeah. But, then again, it seemed a much gentler form of mockery than that by craft beer aficionados who out-and-out dismiss mainstream beer as ‘megaswill’ without any redeeming features, with all of the implied insult cast on those who drink and genuinely enjoy these beers.

Despite their own non-gentle mockery of mainstream beer, sections of the craft community have erupted into a firestorm of vitriol and self-righteous indignation over the commercials.  I can’t help but think that elements of the craft community have come to take themselves a little too seriously. When you think about it, it’s this self-seriousness that the ad pokes fun at.

Apparently it’s ok when craft beer makes fun of itself…

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Reader Interactions

Comments

  1. Jay says

    February 3, 2015 at 3:09 pm

    Nailed it BN, nailed it. If you can’t say “touché” to Bud for that commercial, you’re taking yourself waaaay too seriously.

  2. Steve says

    February 3, 2015 at 3:11 pm

    Well said Matt.

  3. Craft Beer Reviewer says

    February 3, 2015 at 11:58 pm

    Couldn’t agree more.

    Interesting though that Bud have aimed that ad at those that may have moved on from Bud to craft beer, and is now trying to get them back.

    I wonder if they really do see the craft beer market as that big a threat?

  4. Ian says

    February 4, 2015 at 12:38 pm

    The answer to the title question is -Yes. … we often do.
    If we want to give them a hard time we have to expect and take it back as good as we give it.
    However, I must say that I was very disappointed in the ad. I thought I was going to get a well made ad that made me laugh at myself and my peers. What I got however was an ad that appeared to be quickly made(although well shot) and scripted as a slightly desperate swinging shot. C’mon A-B you can have a better crack than that!
    But if craft folk want to take a swing at the big boys they should expect the big boys to be allowed to swing back.

  5. Mario says

    February 5, 2015 at 7:14 am

    Yes, it definitely does… damn too seriously indeed. Budwseiser is just appealing to the simple pleasure of drinking a well, made fresh crisp mainstream lager after a day’s work. A pleasure a huge market still enjoys… Yes it mocked craft brewers a bit, but it was a lot more gentle than the craft beer movement would otherwise deserve. In the end its no battle, its just market reinforcement.

Category: Features Tagged: Budweiser, craft beer

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