Seven-time Tour-de-France winner, Lance Armstrong likes his beer watered down. That’s why he’s teamed up with Michelob ULTRA. The beer has been selling itself as booze for athletes for years and now they’ve got a real-life athlete to ballyhoo for them.

Armstrong is slated to star in one TV commercial for the brew and to make a cameo in another. Both ads will pop up in 2010, presumably between sports broadcasts. In addition, images of Armstrong will be used in print, outdoor-advertising, digital media and product packaging — and I, for one, can’t wait to see the new Lance Armstrong label.

Over the years, Armstrong has acted as spokesman for other businesses, including a long relationship with Nike. He’s also the founder of the Lance Armstrong Foundation, which benefits those affected by cancer. But this will be the first time Lance has gotten on board with an alcoholic drink.

Michelob takes over the New York Subway.

Chicken + Riesling = Chicken Riesling? Continue Reading »

It is official, Anheuser-Busch and InBev and are merging into, wait for it, Anheuser-Busch InBev, making them the largest brewing company in the world, and one of the top five largest consumer products companies in the world. I suspect it is Anheuser-Busch’s control of the “Chelada” brand that tipped the scales of this merger into a capitalistic orgasm. Now the new super company will control over 100 brands including Budweiser, Michelob, Bass, Beck’s, Grolsch, Hoegaarden, Stella Artois, Rolling Rock, Busch, Bacardi Ice, and my personal favorite, Hurricane Ice Malt Liquor. Continue Reading »