Dave Prezzano, VP and GM, Americas Graphics Solutions, HP Inc.08.29.19
When the NFL season kicked off last year, Bud Light aired a humorous television commercial poking fun at a mysterious beverage called an “autumnal mead.”
The ad featured a king strolling into a pub and declaring, “Bud Lights for everyone!” When one patron said he would prefer a malty and full-bodied mead, the annoyed king sent him to the stockade.
The ad closed with the tagline, “Bud Light: For the Many, Not the Few.” The not-so-subtle implication of this well-crafted ad? That premium, small-batch beers are elitist and out-of-touch with everyday American consumers.
What advertising like this suggests is that large brands such as Anheuser-Busch are wisely noting that the rise of small, oftentimes local, insurgent brands — like those in the craft beverage industry — has become a force to be reckoned with. But how?
We’ve entered a “Renaissance Period” wherein small brands as well as agile established companies are trans
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