The Better Business Bureau's National Advertising Division recommended Molson Coors Beverage Co. end the claim that "light beer shouldn't taste like water, It should taste like beer."
Molson Coors said it disagrees with the decision and recommendation of the National Advertising Division and will appeal the decision to the National Advertising Review Board” based on its belief that “the ads do not expressly identify Michelob Ultra or any other light beers” and it should not be precluded from publicly sharing its “opinion” that light beer should not taste like water.
Anheuser-Busch had challenged the Molson Coors claim, Because Molson Coors didn't submit any evidence supporting the claim that any other beers "taste like water, NAD recommended the claim be discontinued.
It noted that "taste like water" is something that can be measured: "Reliable sensory testing could demonstrate whether consumers detect a watery taste or the complete absence of taste. Consumers may also reasonably expect that the statement is supported by such evidence," it said.