Bud Light's Super Bowl campaign targets Miller Lite and Coors Light competitors to use corn syrup sparked a conversation around the ingredients of the preparation. US corn producers did not appreciate the approach.
Miller Lite then visited an entire page in The New York Times.
Today, Coors Light is organizing a Toast to Farmers to celebrate the farmers who grow their ingredients.
"Our employees, including members of the management team, and distributors will visit on-site accounts, purchase a tour of Coors Light in states where possible and offer a drink to hard working men and women who grow our ingredients, "said Ryan Reis, vice president of the Coors brand family, in a note to distributors Monday. included in a MillerCoors blog post on the event.
The first mark of the event announced today on Twitter on February 10.
Let's all get to the cold working American farmers, such as those who help develop our ingre of high quality people. Join locals from across the country to celebrate farmers as part of a national holiday #ToastToFarmers Friday 2/15. Details to come! # Celebrating Responsibly pic.twitter.com/IjozsHUGw3
– Coors Light (@CoorsLight) of March 15, 10, 2019
Country Music Act Brothers Osborne, sponsored by Coors Light, also tweeted with the hashtag "#ToastToFarmers" that night, in conjunction with the Grammy Awards.
Pumped for the tonight #GRAMMYs A pregame ritual with @CoorsLight toasting farmers who bring breweries and worms to the table. Our beautiful country is built on you all. #ToastToFarmers #partner pic.twitter.com/kxZQsRSeKc
– Osborne Brothers (@brothersosborne) Bev. 10, 2019
"While ABI attacks our ingredients and the farmers who produce them, we express our appreciation for the farmers' contributions to our excellent beer. We are proud to defend our beers, our ingredients and the farmers who grow them, "said a spokesman for MillerCoors in a statement. "That's why Coors Light hosts this #ToastToFarmers nationwide. Our employees, including our CEO, and our distributors will visit on-site accounts to purchase a Coors Lights cartridge and raise a glass in front of hard-working men and women who grow our ingredients. "
Rhonda Ries, President of Osborn Barr | Paramore, an agency specializing in working with agricultural clients and attending the" Toast to Famers "event, is said to "Surprised" by the approach taken by Bud Light's Super Bowl ads.
She explained that she was not doing it. I do not know the intent behind it Bud Light's strategy and I would not want to speculate on what she was, but said that the agency is "more than happy and proud to salute farmers."
"We are farmers' advocates and at the end of the day they were caught in a crossfire, whether intentional or not, our customers reacted to what seems to be a misinterpretation, potential myths about the advantages and disadvantages of food products, especially corn syrup, "she said." We are pleased that our agriculture managers, agricultural partners and all the others actors in the food chain are also taking a stand. "
"Anheuser-Busch applauds what Coors Light does for farmers," said Anheuser. The Busch representative said in a statement.
AB InBev's Busch brand works in partnership with Farm Rescue, a non-profit organization that provides agricultural assistance to farm families affected by illness, injury or natural disaster.
For each retweet of a tweet dated February 14, 2014, the brand is committed to donating $ 5 to the organization.
To celebrate American farmers, we will donate $ 5 per retweet to a large organization, @FarmRescueOrg . Join us in supporting all hard-working men and women who cultivate American cultures ???? #ToastToFarmers For more information, visit https://t.co/EFNOe2dzUg & https://t.co/GMo9rTFq5W . / CMB4kRY2O4
– Busch Beer (@BuschBeer) of February 14, 2019
"The beer does not exist without farmers if are our most important partner farmers, "said Ricardo Marques, Vice President of Marketing, Leading Brands and Value at Anheuser-Busch. "Our partnership with Farm Rescue will help provide critical resources to needy US farmers and we are proud to be able to do our part to help them."
"At Anheuser-Busch, we know this excellent beer We let's start with quality ingredients. That's why we buy almost all of our corn, rice and barley from US farmers, "said Jess Newman, Anheuser-Busch's director of agronomy in the United States. "Our Midwest agronomy team has seen first-hand the critical work that Farm Rescue is doing in the region and we are proud to support their efforts to help needy peasant families."