The old adage that any publicity is good publicity certainly still rings true, and USDA certified organic hard seltzers are getting their share of the spotlight after a brief — but important — legal battle with Anheuser-Busch (NYSE: BUD).
Suzie’s Organic Hard Seltzer raised objections when Anheuser-Busch ran an ad for their new Michelob ULTRA Organic Seltzer during the divisional NFL games in late January. The ad made a claim that the new seltzer is the “first national USDA certified organic hard seltzer.”
The problem? Suzie’s had been selling USDA-certified organic hard seltzer since July, 2020.
In an exclusive interview with Hard Seltzer News, Suzie’s CEO Chris Barhyte spoke about the court case and his impressions of Michelob ULTRA’s new organic hard seltzer.
“Usually when a big brand comes in it brings up awareness to a brand especially in the organic world,” said Barhyte.
Indeed, big guys do tend to bring awareness to smaller brands, whether from brand partnerships or in this instance, court cases. Barhyte pressed that despite the legal dispute, he is totally fine with the large company entering the organic market with their hard seltzer.
Organic Products Need the Publicity
“We’re glad to have other seltzers in the market that are organic,” said Barhyte. “I mean, [sic] we have an organic brand of food items along with seltzers, so, we’re happy that there are other people.”
Suzie’s Organics, while fairly new to the hard seltzer category, have been producing organic condiments for many years. The cause is, as you can imagine, very near and dear to the brand.
“It’s a better-for-you beverage, you know, the reason you should drink organic,” said Barhyte. “So, to be honest, it’s good that they’re in the space, in that sense.”
Court Case Brought Awareness while Raising Real Issues
What Barhyte did not agree with, however, was how the company was going about its advertising. Even after Suzie’s filed the initial cease and desist letter, Anheuser-Busch still continued to make — what Barhyte and ultimately the judge believed to be — confusing and misleading claims.
“There were tons of paid influencers that were making the claim during the Super Bowl, that were saying, ‘we’re the only, the first or the only,’ claim again,” said Barhyte. “It just [kept being] repeated.”
Barhyte objected against the wording of the advertisements and wanted to bring awareness to the hard work that his small, family-owned company (and potentially other companies) went through in order to obtain national USDA organic certification for their hard seltzer.
“We spend a lot of time and effort, and I know there are other companies that have done the same,” said Barhyte. “You just don’t walk down and say, ‘I’m going to make an organic beverage.’”
Barhyte impressed that for any situation, not just this particular claim, smaller brands want the opportunity to have a fair playing field. Misleading advertisements made by huge, nationally recognized brands have a high likelihood of influencing shoppers.
“So, someone walks into a store and wants a beverage like this, and the first thing they [hear about] is Michelob ULTRA Organic Seltzer — they may not even look anywhere else, and they just say, ‘Wow. I found the organic beverage, and it’s the only one out there, so I’ll just get this one,’” said Barhyte. “If any other organic beverage is next to it, it would even be seen…It takes that opportunity away from someone else to even have an opportunity to be shopped.”
Hopefully, with this recent legal publicity, more people will seek out other, smaller organic hard seltzer brands.
- Podcast: New Realm’s Mitch Steele Talks Hard Seltzer - March 8, 2021
- Big Brands Bring Awareness with Publicity — in the Market or in the Courts - February 27, 2021
- Naked Seltzer Betters the Home Bar - February 26, 2021
