Rewind: When Miller Genuine Draft, Not Bud, Was 'Macro'
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Budweiser provoked an internal beer industry battle with its “macro” beer Super Bowl ad that took some not-so-subtle shots at fruity micro beers. The latest uproar is coming from Congress, of all places, where some representatives with craft breweries in their districts have taken some shots at Bud’s commercial, even comparing it to a political attack ad.
But the King of Beers is not the first large brew to speak proudly of its bigness. In the late 1990s, during another period of craft beer growth, Miller Genuine Draft ran a short-lived campaign by Wieden & Kennedy that included ads telling consumers, “It’s time for a good-old Macro-Brew.” Ads included lines like, “It’s time for beer to quit acting like wine” and “It’s time to drink beer imported all the way from Milwaukee.” (Does that ring a bell, Chrysler?)
Big brewers are facing even stiffer competition from craft beers today, with the segment growing much faster than big brands. Crafts accounted for $14.3 billion of the $100 billion total beer market as of 2013, according to the latest full-year statistics reported by the Brewers Association. (The association, which represents craft brewers, does not include craft-styled beers, such as Blue Moon by MillerCoors, that are controlled by big brewers.)
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