Ways Not To Win: Selling Out-Of-Date Beer at Ballparks

We try not to be haters here at ACB – but we do tell the truth when bad things happen and the truth needs to be told. We’ve mellowed a bit since we started and are not so quick to trash Big Beer as we once were. We understand that big beer corporations have their place, and can even admit that some of the beers they brew in tremendous volume deserve respect.

But that doesn’t mean that everything they do is smart… Like selling the world’s most expensive out-of-date beer to fans at sporting events.

Back in the day, selling old beer was no doubt easier – the consumer was neither as sophisticated nor as demanding as they are today. But the emergence of American craft beer has changed things profoundly. Today’s core beer consumers have already transitioned to or are migrating towards craft beer. They’re willing to fork over serious money for serious beer – which makes the news that some major sports stadiums have been caught selling old beer to fans (at $9.50 a pop) all the more surprising.

The Washington Post recently reported that the Washington Redskins were caught selling out-of-date World Cup Bud Light at FedEx field. And although we might have missed it, we’re not aware that either the NFL franchise, Anheuser-Busch, or its distributor has commented on or issued any kind of apology regarding this discovery.

Now the Post is reporting that the Baltimore Orioles’ fans have caught the franchise selling old World Cup beer and Budweiser up at Camden Yards – and again no comment or apology from anyone that we’re aware of.

The responsibility for selling out-of-beer may be laid at many doorsteps. Some would argue these actions reflect poorly on both the franchise owners and Big Beer. And while there’s undoubtedly plenty of blame to spread around (who knows what the distributor’s role was in all of this?) – clearly Anheuser-Busch doesn’t need to be associated with this kind of thing right now.

Big beer used to have a stranglehold on sports and entertainment venues – but those days are over and are never coming back.

Craft beer has made major inroads into today’s franchise arenas because consumers now demand it and owners have learned that they can profit by offering it. Although big beer still dominates, its market share is under assault. The last thing that mainstream beer needs in an environment where the beer consumer has more choices than ever is to look greedy and to showcase their brands in a less than favorable light. And offering out-of-date beer at ridiculous prices is all that and more.

Selling out-of-date beer in an increasingly competitive environment, where social media can trump the most seasoned corporate spin in the blink of an eye, is a very bad look to begin with – and a sure way not to win.