If you’re at least moderately in-the-know about the craft beer scene you likely have at least a cursory awareness of AB InBev’s ongoing maneuvering (conniving?) in an effort to stem the tide of losses being handed them by the craft beer industry. If you’re not, have a look at one of their now infamous Super Bowl commercials and you’ll get the idea: https://youtu.be/zEMl2h1qHLA
Given some of their more unsavory efforts in the past, this latest move by the Budweiser behemoth may actually be a more creative and above board approach to reclaiming some lost ground.
In a press release issued last week, AB InBev has announced plans on a joint venture with Keurig Green Mountain to develop a single-serving, in-home alcoholic beverage serving machine.
You heard it right… Now, if you’re not careful when grabbing for that first cup of coffee, you may end up with a mug full of, “beer, spirits, cocktails and[or] mixers” for that morning eye-opener.
As a recovering user of the pizzy yellow fizzy myself, I have far more respect for this line of pursuit in “Big Beer’s” quest to find an antidote of sorts to the success of local craft beer breweries. I have nothing but respect for innovation and find it a much more noble course of action than simply attempting to buy up market share through the acquisitions of some of our favorite locals. Or even worse, control distribution…
While this venture is just beginning the R&D phase, it will be interesting to see if they come up with a marketable product. Personally, I find a “single serving solution” more of a problem than a solution. I can’t remember the last time I was satisfied with a single serving of just about anything.
Then again, some folks might call that a problem 😀