• February 9, 2007

Anheuser-Busch is mining its roots with all-malt recipes for Michelob Lager and Michelob Light and old packaging that's new again.

In a multimedia national "Distinct by Design" campaign, the company is re-introducing teardrop-shaped bottles. The slogan is part of radio and out-of-home ads as well as print.

Thirty-second TV spots also focus on the product with a glassblower developing a bottle that takes on the new shape as a blues-like singer intones, "I can feel a change a-coming ... change will do ya good."

The teardrop bottle was launched in 1961 as a way to make it distinguishable in a darkened bar, lounge or restaurant. The national ads have appeared on all major networks and several cable stations, including ESPN, Style, Food, FX, Comedy Central, USA and Speed.

All of A-B's specialty beers under the Michelob family name will soon be packaged in the new embossed bottle with a raised ridge at the neck. In addition, custom-designed glasses will be offered in select bars and restaurants where Michelob AmberBock, which also will be all-malt, is available. In 1896, when Michelob was first brewed, it was an all-malt beer. A-B is the leading U.S. brewer, with a 48.8% share of U.S. beer sales. -- Nina M. Lentini