Microbrewers just can’t swallow Lund’s Bud partnership

Alberta country star’s taste for Budweiser seen as alienating local beer community

CALGARY Alberta country music icon Corb Lund’s publicly singing the praises of Budweiser beer has tapped into a keg of resentment among the province’s craft beer community.

It’s led to a barley parley between the singer/songwriter and producers and devotees of smaller breweries that have been proliferating in the province.

In response to those questioning Lund’s loyalty to his home province, the musician penned a letter explaining his decision to partner with Budweiser’s Alberta Made promotional campaign, emphasizing the brand’s popularity among cowboy culture.

“I associate Budweiser with Canadian cowboy and rodeo culture — it’s what a lot of my friends and relatives choose to drink back home and a lot of the Canadian rodeo people I know drink it, too,” he said, adding the company’s been a sponsorship mainstay of the sport for decades.

Lund also said he’s a backer of microbreweries, having “had many hangovers to thank them for.”

But that’s not enough for some in the microbrewing industry and their supporters, said Terry Rock, executive director of the Alberta Small Brewers Association (ASBA).

“Betrayal isn’t the word I’d use, people are confused about it,” said Rock.

“There’s generally some passion among the community, a lot of discussion about the tactics of the multinational brewers.”

A fear Lund’s sterling reputation has been roped into Big Beer’s efforts to re-brand itself as Albertan, partly by launching microbreweries of their own to gin up a local appearance, is rapidly fermenting, said Rock.

Beer blogger Jason Foster said Lund’s move has left a taste sour beyond the tartest hops in the mouths of many craft brew drinkers.

“Many of his fans are unhappy with why he’s doing this — Corb misunderstands the animosity towards ABInBev,” said Foster, referring to the Belgium-headquartered makers of Budweiser beer.

“Aligning himself with that corporation is hard to swallow.”

In an interview Thursday, Lund said he’s simply connecting with his audience and seeking wider exposure.

“A lot of urban people don’t understand that for a big chunk of my audience Budweiser represents Western culture,” he said.

Even so, he said he understands why some microbrew fans might be miffed. “They have a point, they’re very local — I drink some of their beer,” he said.