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Anheuser-Busch Europe Limited |
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ADVERTISING STANDARDS AUTHORITY REPORTS |
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A complaint was made to the ASA that a poster that showed a Budweiser beer label next to the headline "Fresh Beer Tastes Better Born on 25 Apr 03" was misleading because the words "Born on 25 Apr 03" implied that the beer was a ‘living’ beer, like real ale.
In reply, the advertisers explained that the words "Born On" referred to the date when the beer was bottled. They said that they placed great emphasis on the freshness of their beer and wanted to convey that to their customers. In addition, the advertisers submitted that the although real ales were sometimes called ‘living beers’ because they contained yeast, this term was misleading. Consumers who preferred real ales would know that Budweiser was a lager beer and were thus likely to be misled. The product’s packaging stated that Budweiser was a lager beer.
The complaint was not upheld. The Authority considered that the words "Born On" did not imply that the beer was a living beer.
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