Bud Light, the best-selling beer in the United States, has recently customized its beer cans to advertise colleges/universities as their brand logo. The debate, of course, is whether or not this promotes underage drinking, and I believe it does.
The label will be made to market the school’s college football team by designing a label with the school’s colors.
When you think of college students you think of a range of people from the ages 18 to 23. In addition to the 18 to 20 year olds, who are not of age to consume alcohol legally, prospective students who plan on attending colleges could range in age from 14 to 17. This makes the majority of people who are either enrolled in college or potential students not the legal age to even order a Bud Light.
The idea that the can evokes school pride is ridiculous.
It is not shining any positive light on school pride, but rather telling people that college is all about getting wasted at sporting events versus sober school spirit. As if binge drinking in college is not an issue already, Bud Light figures they will bank a few more bucks by reaching out to the younger crowd.
If the majority of college students cannot even purchase beer in a liquor store or bar, it seems to be a waste of time and money to manufacture these labels.
As well as an irresponsible appeal to students, this may also turn away parents as well. They may be interested in sending their son or daughter to a certain college/university and could be very offended by Bud Light’s new logo representing their child’s school. The last thing parents want is their money that is supposed to be toward an excellent education is instead going toward buying beer at a tailgating party before a football game.
Beside the negative promotion towards the students and the wrong idea it gives parents, it can give an overall bad image to the school.
Admission rates could potentially decrease because of the logos. If this were the case, not only would the school lose its positive representation of an educational institution, but of course its prospective students.
Bud Light should stick with their age-old emblem because the last I heard they were not having any trouble in sales. It is wrong to encourage people who are not of age to drink on any occasion, including a sporting event. School pride is not something that alcohol needs to be a part of, especially considering the greater part of the school’s population is not permitted to consume these beverages. After all, Bud Light is supposed to be “enjoyed responsibly by adults.”