Using stereotypes to Brand

The stereotypes associated with the larger breweries such as Budweiser and Millercoors is that the taste isn't that good, but the price is. It also is associated with the working class or blue collar worker, enjoying his brew after a long day of work or during a football game slamming them down with his buddies. While the microbrewed beer is enjoyed by the upper middle class, those who drink it for taste and inevitably pay a higher price for it. These stereotypes are pushed by the "blue collar" beer companies and the microbreweries. This can be seen in the various commercials and advertising that is used to try to persuade consumers to buy from them.
The slogan for Stella artois is "perfection has its price." The emphasis is on the quality of the beer and how this product is the pinnacle of beer, which I would disagree with. While Budweiser is known to be supportive of NASCAR racing and Football. This is not to say that the all viewers of these sports are lower class, but how Budweiser markets to them is to emphasis is blue collar market. Their advertising may mention the quality of the product, but they usually evolve around humorous situations or incidents. A great example of this is the Budweiser frogs who together would chirp "Bud-wei-ser" or even the Whassup commercial when people would shout this phrase over and over again.
However though Anheuser-Busch does own a few beers which could be considered a higher quality product. This would be Shock top which a Wheat Ale and they have created specialty kinds of Michelob for the four seasons which would be Michelob Bavarian Wheat (summer), Michelob Marzen (fall), Michelob Porter (winter), and Michelob Pale Ale (spring). These products are not nearly as marketed, but Budweiser has created a Bud Light Golden Wheat which has been pushed more in the media.
Millercoors on the other hand did not create its own microbrews, but bought up such international beers as Killian Irish Red, Bluemoon (Canada), and Pilsner Urquell (Czech Republic). They also sell interestingly the lost quality of beers with Keystone Light, Red dog, and a malt-beverage called Sparks. Encompassing various kinds of beer seems to be a wise decision, because as the market changes, they can put emphasis on certain products that are more popular at the time. The only problem is that the specialty beer or microbrewed beer area is becoming more and more competitive everyday.