A beer camp that started brewing around the Super Bowl earlier this year has been overtime.
It started with a number of high-profile ads like this and this one. Bud Light called out MillerCoor's products for using corn syrup. Bud Light sets up billboards in the heart of Coor's country, along a busy highway running from where Coors breaks into Golden, Colorado leading into Denver.
Billboards, which are blue with large white letters, read in sequence, "Coors Light uses corn syrup.", "Bud Light: We Do not" and "100% less corn syrup than Coors Light."
Thursday MillerCoors filed a lawsuit against Anheuser-Busch, which owns Bud Light, for the Ads are called "false" and "misleading".
"Anheuser-Busch is fear of a common beer ingredient that it uses in many of its own beers, like a fermentation aid that is not even present in the final product," MillerCoor said in a statement. "This deliberate deception is bad for the whole beer category. We show the world the truth."
MillerCoors has called the campaign a "marketing game" that doesn't work, and points to a decrease in sales to Bud Light. Adam Collins, Communications Director for MillerCoors, said, "It's (corn syrup) really only used as fermentation, which is the irony of all the irons, is that it's not really in the final product you drink." [1
MILLER LITE FIRES BACK TO BUD LIGHT OVER SUPER BOWL & # 39; CORNTROVERSY & # 39; With full page AD
"The recent Bud Light campaign is truthful and intended to point to a key difference from Miller Lite and Coors Light. These beers are brewed with corn syrup, Bud Light is not. These are facts, the company says. in a statement. "We are behind the Bud Light transparency campaign and have no plans to change the advertising.
Brendan Whitworth, chief executive of US sales to the parent company Anheuser-Busch, said that about 40 percent of consumers want a little more transparency in the products they consume, which is a key data point for the company.
The epic ust is far from over. MillerCoors just released a new attack by itself.
"We launched new ads from Miller Lite that are easy poke fun on the fact that Bud Light lives in the fantasy world and in the real world, is more taste that matters," said Adam Collins, MillerCoors Communications Director.
Ads consists of medieval scenes with actors depicting the famous Bud Light knight and prisoner, departing from the commercial set to spread Miller Lite.
CLICK HERE TO GET FOX NEWS APP Business Journal Reporter Ed Sealover says that beer sales have suffered.
"At this point, when you continue to lose sales, you have to peck your competitors because you don't take those sales away from craft breweries right now," he said. You have to take it away from people competing in the same market as you. "
Sealover says it's not just Big Beer that goes flat.
" Even among craftsmen, large breweries have been suffering for the last two years, because we see more of a spread of local breweries, said Sealover. "This is where beer drinkers will put their money, will try their taste."
"Finally, it is bad for the beer category as a whole," Whitworth said. "It's not just one brand" – they have a full portfolio strategy.
With more than 7,000 US licensed breweries and more added every day, it is a good bet that competition will continue to be stiff.  "To present this (corn syrup) as the new focal point, seems to be an attempt to distract from the general problems that" hey, our bottom line shrinks here, "Sealover said.