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Labatt is planning an expensive, intentionally misleading ad campaign for Shock Top

ShockTopCorp

 

Shock Top is a beer made by the massive, multinational brewing company AB-InBev.

People who drink craft beer know that Shock Top is a beer made by AB-InBev and its local consortium Labatt, and those same people who know that Shock Top is a Labatt product often speculate that the line between Shock Top and actual “craft beer” is likely left intentionally hazy so that Labatt might conceivably pass Shock Top off as craft beer–which it most certainly is not.

And while we, the stout sniffing cognoscenti, have always known in our heart of hearts that Shock Top is part of the macrobrewery effort to get “crafty” as a means to compete with (and presumably crush) small brewers, it doesn’t make it any less galling to actually see that strategy laid out on paper.

But now we can. Continue reading