Beer Community Responds to Budweiser Super Bowl Commercial

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Yesterday the beer community responded to Budweiser’s now infamous Super Bowl commercial attacking the craft beer community and perhaps inadvertently shitting on Elysian Brewing. Responses ranged far and wide, from spoof videos to instagram photo comebacks and hijacking of the ad’s #thehardway hashtag. Critics were split between calling the ad a PR nightmare or an ingenious advertising move. In one swoop Budweiser has launched a hugely buzzed-about commercial that garnered opinion pieces from the likes of Fortune Magazine and AdAge and also stoked the flames of the beer community in anger and retaliation. We have collected some of the best responses so far; feel free to leave comments with links to any we might have missed.

Oregon’s third largest brewers, Ninkasi Brewing, chimed in Tuesday 2/3 with its own commercial parody.

Videographers from Corvallis, Oregon at Hopstories quickly put together this rebuttal piece that mimics the beers from the original Super Bowl commercial.

From local independent stalwarts and member of Oregon brewing royalty – Double Mountain Brewery and Brewmaster/Owner Matt Swihart.

Louisiana-based Abita Brewing also put out a short little vid in the same style as Bud’s mocking their macro beer sentiments.

New Belgium Brewing shared this image on their social media.

Even Miller-Coors got into Budweiser shaming game.


Perhaps most sadly, Dick Cantwell a co-owner of Elysian Brewing who was the last to go along with their sale to Budweiser, was surprised and dismayed to catch the Super Bowl ad inadvertently dissing one of their brews according to the Chicago Tribune.

Overall it’s probably a big PR win for Budweiser but also serves to rally the beer geeks against them.

Samurai Artist
Samurai Artist

Founder of The New School and most frequent contributor Ezra Johnson-Greenough has worked in the craft beer industry for almost 10 years, doing everything from illustrating beer labels to bartending at renowned beer bars and breweries like Belmont Station, Apex, Laurelwood and Upright Brewing. He has also had a hand in creating events like the Portland Fruit Beer Festival, Portland Beer Week, and the Brewing up Cocktails series. He is available for freelance consultation in marketing, events, graphic design and branding. Contact:


  • Thomas J. Ridgeway
    Thomas J. Ridgeway
    Sun Nov 5, 2017 12:24 AM

    I will not watch the nfl games and i will not buy from any company that
    buys ads from the NFL. Iam a vetern that respects this great country
    its about time for Budweiser to respect as well and drop their ads for the NFL

    • Thomas J. Ridgeway
      Thomas J. Ridgeway
      Sun Nov 5, 2017 12:27 AM

      Budweiser drop your ads to the NFL