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Anheuser-Busch InBev on Friday added another craft brewery to its portfolio with the planned acquisition of Seattle-based Elysian Brewing Co. But the nation’s largest brewer might have an immediate branding problem on its hands with this deal.

That is because one of Elysian’s beers is called, ironically, Loser Pale Ale, with the tagline: “Corporate Beer Still Sucks.” This kind of corporate-brands-are-bad theme is common among some craft brewers and small- brand enthusiasts. But what happens when one of these small brewers is owned by a big corporation, such as A-B InBev?

Elysian “has been a rebel craft brewer in the heartland of craft for 20 years,” said Benj Steinman, president of beer trade publication Beer Marketer’s Insights.”It has very much of an established identity.” But the acquisition, he added, “raises a question mark about whether there is a contradiction between the identity Elysian has established for 20 years and being owned by Anheuser-Busch.” And the fact that Elysian sells a brand that bashes corporate beers is a “perfect example of some of the potential complications.”

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