At issue were vignettes Chicago-based MillerCoors produced showing consumers drinking unnamed beers and saying which had “more taste.”
Both sides of the dispute claimed victory Thursday from the National Advertising Division’s conclusion , a self-regulatory agency for the advertising industry.
St. Louis-based Anheuser-Busch, the maker of Bud Light and Michelob Ultra, said it was encouraged by the finding that Miller Lite “misrepresented itself” and conveyed a taste preference “unsupported by fact.”
MillerCoors, meanwhile, said it wasn’t surprised NAD found it “provided a reasonable basis” for claiming its beer had “more taste” because it instructed beer drinkers to focus on each beer’s taste.