• Associated Press, Thursday, May 4, 2006 2 PM

In some industries, competitors can put away their differences temporarily in order to more effectively combat a common enemy. Automakers, for example, have presented a common front when negotiating with unions, and rival newspapers sometimes forge joint operating agreements in which they share printing presses and delivery systems in order to cut expenses. Not so in the beer business. Market leader Anheuser-Busch recently launched a national TV ad campaign dubbed “Here’s To Beer” that was designed to benefit the entire industry by promoting beer drinking over other alcoholic beverages The company sent a representative around the country to drum up support, but his entreaties have apparently fallen on deaf ears. So far, no other brewer has pitched in money to help the effort, because they say it only benefits A-B. Even the Beer Institute, the industry’s trade group, won’t participate. It's not surprising that brewers didn't unite behind Anheuser-Busch, said Benj Steinman, president of the industry newsletter Beer Marketer's Insights. "They don't agree on a heck of a lot," he said. "Getting all the brewers on the same page ... Let's put it this way. It happens on issues like advertising restrictions or class-action lawsuits."  A-B says it is not discouraged and will continue running the campaign on its own.

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