Back in 2008, when InBev bought Anheuser-Busch, the takeover was touted as a formidable alliance between three classic beer brands: Budweiser, Stella Artois, and Beck’s. But now, thanks to A-B InBev’s own greed and corner-cutting short-sightedness, one member of that mighty triumvirate, Beck’s, has been dealt a devastating blow.
Venerable Beck’s Brewery was founded in Bremen, Germany in 1873, and remained in local hands until 2002, when it was absorbed by Interbrew, the precursor to the InBev empire. Six years later, the all-devouring maw of InBev consumed Anheuser-Busch. In 2012, in a cost-cutting move, A-B InBev moved production of Beck’s out of Germany to St. Louis, Missouri.
Fair enough, it’s their product. But A-B InBev continued to give the impression to U.S. consumers that Beck’s was an import, and priced it accordingly. The inevitable class-action suit followed, and a federal court ruled in favor of the plaintiffs (the decision is viewable here). A few weeks ago a settlement was announced: hoarders who kept their Beck’s receipts are entitled to a refund up to $50; those who didn’t, can get a refund capped at $12. A-B InBev can absorb this financial hit, but whether the Beck’s brand can survive the blow to its reputation is less certain… CLICK HERE TO READ THE FULL STORY AT BRUTAL HAMMER
