"Michelob" news and stories

Part of me admires them. Despite earning more dollars than any other brewer on the planet and holding onto a walloping American market share just below 50%, the guys who practically invented macro-brewing still feel like they have something to prove. So mark late 2008 as A-B's final surge into the craft beer market featuring the reboot of a familiar name: Michelob. When it comes to the craft beer revolution, Anheuser-Busch is not going gentle into that good night.

The Michelob website has been completely overhauled, with a new slogan -- "Crafting a better beer" [my emphasis] -- that is completely on the nose. The site is overflowing with high society tips on things like "How To Serve Beer" and "Food Pairings." (Sadly, pairing Budweiser with a box of Cheez-Its is not on the list.) And Michelob is no longer just a product; A-B has created the Michelob Brewing Company to "give even more autonomy and creative license to its skilled brewmasters." Classy.

So Michelob AmberBock was just the begining. A-B has announced that Michelob Dunkel Weisse and Pale Ale will now be available year-round nationwide (joining AmberBock, Honey Lager and Porter). In addition, Michelob will be serving up a Marzen and Irish Red Ale in its sampler packs. Oh yeah, and they're also lumping all their previous specialty beers -- Shock Top Belgian White, Stone Mill Organic Pale Ale, Jack's Pumpkin Spice Ale, Winter's Bourbon Cask Ale, Sun Dog Amber Wheat and Beach Bum Blonde Ale -- under the Michelob nameplate. It's enough to make your head spin... especially if you plan on trying them all on the same night.

Anheuser- Busch is really trying to get into the growing craft beer market. In order to do that, the biggest beer company in the US is spinning off the Michelob division into its own company.

The move is supposed to allow the new Michelob Brewing Company more creativity as well as a mantle of authenticity. It apparently started last year when Michelob came out with a lager. The new company already has several new beers in the works, such as a porter and an AmberBoch scheduled to come out later this year. They'll also introduce seasonal beers.

I personally wouldn't drink any beer with a big name on the label, but I know I'm in the minority. I say, more power to the new Michelob company. Maybe it'll help those who don't mind a big name on the label get more comfortable with craft beers.

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