TTB is unlikely to allow “Beer with Vitamins” anytime soon. And yet every couple of months, we hear a report of another “beer with vitamins.” Most often, it’s based on flimsy evidence. But every now and then, something very close or on the mark will turn up. Stampede Light (above) shows a beer sometimes purported to contain vitamins. The approved labels don’t mention vitamins. But the advertising strongly hints that this beer contains added vitamins. The website (as of March 2009) refers to doctors, vitamins, health, and shows a person doing one-handed pushups. It probably went much further, before 2007. Forbes reports that Larry Schwartz:
launched Stampede in November 2005 by marketing it as “beer with horsepower” and trumpeting its added vitamins in print ads and radio spots in Texas–and on his MySpace page. A short time later he received a letter from the Alcohol & Tobacco Tax & Trade Bureau, part of the U.S. Treasury Department. The TTB says health-related claims made by alcoholic drink manufacturers must be verifiable and balanced with revelations about the health risks of excessive alcohol consumption.
Schwartz … who has racked up $100,000 in legal fees while negotiating with the TTB, hopes below-the-radar marketing tricks will give Stampede a boost–and keep him out of trouble.
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