By: Ken Lamon
I messed up. I owe you an explanation. It is clear from the feedback over the past two days that many fans felt we lacked respect and humility toward Native Americans in the way we announced our ‘Trail of Beers’ promotion. That was certainly not our intent, and I offer my sincere apology. Let me explain what went wrong and what we are doing.
For the past five months, my greatest fear at Anheuser-Busch has been that we wouldn’t find a way to proved promotions we hoped would go viral. Most companies that are great at something – like AOL dialup or Borders bookstores – do not just become great at new things people want (edgy promotions). So we moved quickly into finding a way into incorporating the word beer into well known phrases or historical events, but I should have personally given you a full explanation of why we thought ‘Trail of Beers’ was better than riffing on the Harrison Ford film A Clear and Present Danger and just make it A Beer and Present Danger.
I want to acknowledge and thank you for sticking with us, and to apologize again to all those who felt we treated them thoughtlessly. In my final words I would just like to say that I did reject an Eric Clapton themed promotion that would have been called ‘Beers in Heaven.’
– Ken Lamon CEO Anheuser-Busch