Only ever brewed in … oh, never mind

In their continuing mission to run once-respected beer brands into the ground, AB Inbev have decided to start brewing Beck’s Beer in St Louis for the US market.

No, local brewing is nothing new at all, but it is a massive fall from grace for Beck’s, which once tried to distinguish itself from all the brewed-under-licence lager brands by using the line ‘Only ever brewed in Bremen, Germany’.

I’ve never liked the beer, but I did always find it amazing in bars how people could be persuaded to pay significantly more than the price of a pint for a titchy half-pint bottle.

AdvertisingAge reports:

A-B InBev will move Beck's production for U.S. consumers to St. Louis by early next year. “We made this decision after talking extensively with our consumers, who tell us they aren't concerned about where the beer is produced as much as how it’s produced,” said Andy Goeler, VP-imports crafts and specialties, noting that the formula won't change.

Reassuring to know that, wherever it’s brewed, it will still be thin-tasting and lightstruck.

I have updated the Suckiness Index which now gives AB Inbev a distinct lead in the suckiness stakes.