In this week’s Last Call: Schlafly acquires Trailhead Brewing; German keg company Blefa invests in American Keg; and Heineken and Bud Light launch non-alc and hard seltzer ad campaigns.
Call it a scoop. Call it a shill. Either way, Adam Schefter made news today about the relationship between the NFL and Anheuser-Busch InBev. Schefter, the ESPN NFL insider known for breaking the league’s biggest scoops via his Twitter account — including last weekend’s retirement of Indianapolis Colts quarterback Andrew Luck — announced this morning that Anheusr-Busch InBev-owned Bon & Viv is now the “Official Hard Seltzer Sponsor of the NFL.”
Boston Beer Company is asking consumers to ditch their old alcoholic beverages and drink what they “Truly want” — hard seltzer. The company, which makes the Truly Hard Seltzer brand, today unveiled five, 15-second commercials featuring comedian and actor Keegan-Michael Key that are part of a national advertising campaign for the 100-calorie, 5 percent ABV seltzer. Those ads began airing today across television and all digital channels.
The NCAA men’s basketball tournament officially tips off on Thursday, and several major beer manufacturers are already jockeying for fans’ attention. MillerCoors, Anheuser-Busch InBev, Craft Brew Alliance (CBA) and D.G. Yuengling are among the beer companies hoping consumers will want to catch a buzz with their products while watching for buzzer beaters this month.
Sunday’s Super Bowl matchup between the New England Patriots and Los Angeles Rams will mark Anheuser-Busch InBev’s biggest ever bet made on the big game.