Does One Hand (InBev) Know What the Other Hand (A-B) is Doing?

A-B pushes for increase in trinkets and trash spending in California

Sacramento, CA – Anheuser-Busch continues to push Assembly bill 1245 (Torrico) through the California legislature despite the fact that this bill may be “unwanted” by InBev, soon-to-be owner of A-B.

The bill will increase the spending limit on what a brewer can give away for free to a consumer from the current 25 cents to $3.00, a 1200% increase.

InBev is known for their tight and shrewd budgeting, and is especially known for being conservative on in-market spending. Giving away ball caps at promotional nights is – or was – the A-B way. InBev is expected to follow a different marketing strategy.

Is it possible that A-B is pushing for a bill that might work against them once InBev takes over? It might be “business as usual” at A-B until the takeover is complete, but in a beer market the size of California, this may not be good planning for the near future.

“The craft brewers of California are perplexed, and I have to say, slightly amused that A-B is so intent on passing a bill that will be used against them as soon as it goes into law at the first of the year,” said Tom McCormick, executive director of the California Small Brewers Association. “This is a poorly written, blatant special interest bill that is not good for craft brewers and not good for the beer industry.”

No other brewers are supporting the bill. MillerCoors, HUSA, Crown and others are all opposed.

The bill has passed through the legislature and is now on the Governor’s desk awaiting a signature – or veto.

The California Small Brewers Association represents the interests of the craft brewing industry in California. The membership ranges from Sierra Nevada Brewing Company in Chico, the country’s second largest craft brewer, to a wide array of tiny brewpubs.

California Small Brewers Association
PO Box 1202 Nevada City, CA 95959
530-265-0422 – Smallbrewers.com