Budweiser began it’s fightback against a $5 million lawsuit in which it is accused of watering down its most popular beers.
The ad campaign which launched in 10 newspapers across the United States and on twitter shows canned water the company donated to the American Red Cross charity organisation.
The advert does not directly deal with the lawsuit although it does refer to the fact that its labelling and alcohol levels are accurate.
The lawsuits filed in California and other states claim that consumers have been cheated out of the alcohol content stated on labels. The labels declare a 5% alcohol level while analysis reports that they are just over 4%.
The Budweiers brands involved in the lawsuit are: Budweiser, Michelob, Michelob Ultra, Hurricane High Gravity Lager, King Cobra, Busch Ice, Natural Ice, Bud Ice, Bud Light Platinum and Bud Light Lime.
The lead lawsuit, which the company dismissed as groundless, says the alcohol content is mislabelled on the brands.
Attorneys for the plaintiffs say their lawsuit, filed in federal court in San Francisco on Friday, could affect tens of millions of consumers of products from Anheuser-Busch, the world’s largest brewer.
Josh Boxer, an attorney behind the legal challenge said:
We learned about the mislabelling from a number of former employees of AB (Anheuser-Busch) at breweries throughout the United States,’ Boxer said. ‘And some high-level guys at the brewery level all told us that as a matter of AB corporate policy, these target brands are watered down.
We find this a little strange as we’ve always believed that drinking “Bud” was like making love in a canoe… Close to water.