A loyal reader from Chicago emailed in some thoughts about Budweiser’s current advertising campaign:
Budweiser has been running ads for a while now proclaiming the “Drinkability” of their beer.
As an advertisement, it seems that this sets a very low standard for the brewer to achieve. Would you buy a car that advertised “drivability”? Just that it is able to be driven…..
What about a restaurant that advertises “edibility”? You can eat our food. Again, that seems to be a pretty low standard.
Do beer drinkers have such low standards that they will drink any beer capable of being drunk? Surely these same people would not be swayed into buying a car because it is simply drive-able or eat food simply because it is edible.
Any thoughts?
Thanks to a reader from Chicago for contributing the idea for this post! As a reminder, you’re all invited to submit quirky observations from your daily life to chickenmonkeydog [at] gmail [dot] com!
If I recall correctly, the full slogan is, “The difference is drinkability.” So either they are claiming Budlight is the only beer in the world that is drinkable and the rest are worse or that Budlight is one of the worst beers in the world and is merely “drinkable.” I have tasted other beers and can assure you some of them are quite delicious. Thus, I can only assume Anheuser Busch is seeking truth in advertising by saying their beer is just above undrinkable.
Having been forced on a few occasions to swill AB’s nasty crap I can assure you it is not remotely drinkable.
To be drinkable would be a level of quality completely foreign to their beers.
Maybe the editors of CMD should start an advertising campaign touting that “the difference is legibility”.
I’ll second Mark’s suggestion.
@ Mark,
Are you suggesting that chickenmonkeydog is only reaching the ‘legibility’ bar?
@ Forkboy1965
As for Budweiser, I can report that it tastes better in the UK than it does in the US. It is brewed in Europe, under license from AB, and for some reason, the European brewers do a better job. How’s that for ‘drinkability’?!
I think the implied slogan is that the difference is really *how* drinkable a beer is and Bud Light’s level of drinkability is higher. Just like some foods are more edible than others.
@ Liam
That’s because AB knows no one would drink the swill they call “beer” over here.
It’s not unlike Domino’s Pizza. Awful stuff. The AB of pizza. But in Chicago it was rather tasty for chain pizza. Once we moved away we stopped eating Domino’s because it was back to the same old awful stuff. We always assumed that Domino’s had to step up their game in Chicago because of so much quality competition.