US: Beer promotions pulled at some colleges

30 August 2009

Brewer Anheuser-Busch InBev is dropping its 'Fan Cans' promotions from communities around America where colleges have complained that the effort - which sells cans of Bud Light in school colours - promotes underage drinking and infringes on trademarks, reports Emily Fredrix for The Associated Press.

The Federal Trade Commission had discussed the issue with the company, both the agency and the brewer said. Regulators are concerned that cans will be marketed to fans under the legal drinking age of 21, said Janet Evans, a senior attorney at the Commission responsible for alcohol marketing issues. The industry's regulations require at least 70% of an ad's audience to be above 21, and Evans said that doesn't happen on college campuses.

Carol Clark, Anheuser-Busch vice president for corporate social responsibility, said in a statement: "Certain cans are not being made available in communities where organisations asked us not to offer them." The nation's largest brewer started the programme earlier this month for its flagship Bud Light brand, whose sales have been suffering amid the recession. The brand could see its first sales decline in 27 years, according to industry estimates.
Full report on The Associated Press site

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