Beck's SapphireAs the Super Bowl approaches, so too does the PR analysis of brands that have chosen to invest many millions into advertising during this unique American spectacle.

All-American beer brand Budweiser (which is owned by Belgians now, BTW) considers the Super Bowl home field. Football and alcohol have long held an uneasy relationship that translates well on television screens but less so in the parking lot after NFL games.

So it’s not surprising–particularly in an environment where microbrews, casks ales and other niche beers are driving consumer climate change–that Anheuser-Busch InBev is once again using the Super Bowl as a platform to promote its new, more sophisticated brands of beer (namely Budweiser Black Crown and Beck’s Sapphire).

The goal, of course, is to reach younger drinkers—yes, Millennials—who don’t have a loyalty to regular Budweiser or an emotional connection the brand’s famed Clydesdales. The target audience, as this article describes them (and oh we love this), is the type of people drawn to “nighttime drinking occasions”. Sorry NASCAR fans, lunchtime strip club goers, and that one drunk uncle we all have. These beers are not for you.

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