Beck Shadinger
Dr. Field
English 190
April 21, 2010
Color Blind College Drinking
Consumption of alcohol by college students, especially those that are underage, has been an epidemic for years. Frat parties, bar scenes and tailgating have all contributed to the assumption that students drink their mind away, resulting in trouble with the law and poor grades. Alcohol companies have never admitted to promoting underage drinking, however, it can be hard for some minors to turn down 50 cent beers at the local Flip Flops. Bud Light is a top favorite for many college students, and in the fall of 2009, Anheuser-Busch released a new set of cans in 27 different colors. They were called “fan cans” and were designed to coordinate with the colors of a college in that particular region. On football Saturdays many fans were seen drinking out of orange Clemson cans, maize Michigan cans, and purple LSU cans. Several universities were aggravated because it was often assumed that Anheuser-Busch’s new idea was university affiliated. There were harsh reactions, and several regions banned the colored cans, believing that it promoted underage drinking. Some schools even went so far to hire lawyers in order to charge the company with copyright infringement based on the names of colors. With binge drinking at a high concern for college students, do officials honestly believe that banning a beer that matches the team color of the school stop people from funneling, shot gunning and flip-cupping into the early morning? Would there be a reduction in alcohol poisoning if a student’s favorite color is taken off a beer label? Perhaps, Anheuser-Busch was simply selling the beer in order for people to add to their game day attire, and not to drink so heavily, they cannot make it to a 7:45 kick off.
If anyone watched a college football game on television last season, they would recognize the rather annoying man promoting Bud Light’s tailgate gear. He would shout at you as if it would assist in purchasing the product. The fan can commercial displayed all of the available color combinations, and grocery stores around the nation began receiving shipments of the cans. Universities across the nation almost instantly refused the cans and banned them around campuses, even before the opening day kick-off. Anheuser-Busch was extremely cooperative and removed the colored cans at a university’s request. In one of the more severe situations, the University of Michigan threatened to sue because of Bud Light’s “maize and blue” cans. How can college administrators become so upset with the tailgate gear, when a standard blue case of Bud Light cost the same price as the college themed case? If anything, college alumni and older fans should be upset with the removal of the cans because they were the majority of the population on campuses every Saturday. They legally purchased the beer hoping that other friends and fellow tailgaters would admire the color imitating the school’s color. Besides, wives usually enjoy matching tablecloths, utensils and cups with the school color. Why not match the beer can as well?
Many people would argue that the colors of the Bud Light cans would motivate college students who are underage to wrap their hands around the new release. Why wouldn’t minors want to match their beer with their college licensed hoodie? The fact is that if a student wishes to drink their brain cells away, they could care less if the can was hot pink, as long as they reach their desired state of mind. Most people would agree that the top beer around college campuses would be the cheapest of the cheap including Natural Light, Busch Light, or Keystone Light. College administrators fear the binge drinking, and these beers are the key source. You do not see these favorite brands releasing tailgate gear, because they do not need to. These are the beer brands that allow weekly discounts at college bars, directly motivating students to spend their parent’s allowance on Thirsty Thursdays. The fan can remains the same price, and if an underage student is forced to choose between a college colored beer, with the same amount of alcohol as a Natty Light, chances are they pick the latter.
Liquor consumption is also a dangerous task, because of the fact that many college students have not reached their full maturity level, deciding to choose the easier path to intoxication. Perhaps college administrators should focus on reducing the advertising of whiskey, vodka, and rum instead of banning the fan can. A 17 dollar bottle of Evan Williams probably looks more appealing to a college minor than an 18 dollar case of Bud Light fan cans, usually because a student of higher-learning can easily do the math and realize what will assist them in their quest for intoxication, faster and cheaper. The price itself off the bottle of bourbon should promote drinking by itself, which is a lot more effective than a colored label. The aftermath of these cheap liquors is usually what one witnesses after tailgating is over, where sorority girls and fraternity boys are passed out at their desired spot, while alumni who consumed from the fan cans are safely seated inside of the stadium. College administrators can easily realize this, but instead they angrily go after Bud Light, and their less lethal release.
There could be the chance that college administrators believe that a fan friendly can could motivate non-drinking college minors to try the new release in order to fit in with the game day crowd. This may be true, but this goes back to the fact that minors usually drink in order to become buzzed or intoxicated. One could bet that an amateur drinker may spend cheap, or even start out with a fruity drink, and work their way up. A different colored can would most likely not be a factor in a student’s decision to begin drinking. Perhaps administrators anticipated that minors assumed that the university which they attend promoted their consumption of alcohol. If this is the case, they should study their college handbook, which usually states that the university does not support underage drinking at any time or place. Besides, students usually know the consequences if they are caught drinking by campus police and are forced to face some sort of punishment by the university itself. Therefore, eying a team can at Ingles would probably not convince a minor to open up a new world of drunkenness.
Bud Light’s cooperativeness is even more astounding as to why college officials would quickly ban the fan can campaign. Anheuser-Busch created the cans for fans of legal drinking age. They would remove the cans after the official’s request. Of all things that have been promoted and released, the fan can should not be of a concern. A top problem among college campuses after football games is the amount of trash left over by fans (usually students). The removal of Bud Light fan cans would not reduce this problem, especially the trash left by students. For example, The University of Georgia banned fan cans almost instantly, and the red cans were not even able to make it to Athens. However, trash left after football tailgating was so severe that administrators banned many tailgating accessories for the upcoming season near student spots. Items are banned such as tents, grills, and furniture. It is obvious that the fan cans had nothing to do with the garbage left over because there were none. Empty beer cans left over were the standard color such as gray or blue. Therefore, fan cans cannot influence students to litter more often, because they will anyways.
If the Bud Light fan cans cannot influence a non-drinker to drink, a drinker to drink more, or litter more, then what is the problem? How can a different colored can promote drinking on college campuses? The answer is tough, because there is none. Minor drinkers will drink and continue drinking whether the can be blue, black, red or orange. Maybe an infringement comes about because of the color matching with the school’s color? Are you kidding me? This is probably the most ridiculous case. If anything, college administrators should be proud that a top brand decides to imitate the colors at midfield. Instead they pull out the “this release makes our university look bad” card. There is much more to factor in on what makes one’s university look bad than an aluminum can. Perhaps, reducing bar scenes and raising the amount of police on game days might help. In some cases, a minor could be so astounded by the fan can that they decide to not even open it, and display it, adding it to their team knickknacks. This would be the opposite of promoting the consumption of alcohol. Alumni and legal students should be able to appreciate the fan cans, without worrying about the removal of their tailgate addition. Unless Bud Light decides to reduce the price and add more alcohol to the fan cans, the world will remain as it is, and college students will continue to discover cheap and fast ways to enjoy their school’s football games blind drunk.
Source: Sarah, Bonisteel. “Bud Light team-Colored Cans Cause a Stir.” Slashfood 21 Aug 2009: n. pag. Web. 19 Apr 2010. <http://www.slashfood.com/2009/08/21/bud-light-team-color-fan-cans-cause-a-stir/>.