Anheuser-Busch Pretended to Be Local Miami Craft Producer to Appeal to Latinx Market, Claims Class Action Lawsuit

Top Class Actions’s website and social media posts use affiliate links. If you make a purchase using such links, we may receive a commission, but it will not result in any additional charges to you. Please review our Affiliate Link Disclosure for more information.

Anheuser-Busch deceptively created and marketed their Vera Suz beer to appear as though it was a local Miami craft brew with “Latin roots” in order to tap into a market of “Latinx millennials and gen-Zers,” a new class action lawsuit alleges. 

Plaintiffs Byron Jackson and Mario Mena Jr. — both Miami-based beer drinkers — on Thursday asked a federal judge to certify their class action lawsuit against Anheuser-Busch and a Miami affiliate, Law360 reported.

The plaintiffs allege the Belgian beer “behemoth” misrepresented and falsely marketed the beer Vera Suz to appear as though it was a craft beer only sold in Miami. 

However, Veza Sur is made by one of the world’s biggest breweries, Anheuser-Busch, a “Belgian-based corporate behemoth,” the Anheuser-Busch class action states. 

“Veza Sur is actually a subsidiary of the world’s largest brewer whose ownership is disguised in order to benefit from the higher quality and price expectations set by authentic locally owned craft breweries,” the plaintiffs allege.

“This case is about a beer Goliath masquerading as David to sell products to a passionate consumer base by misrepresenting the ownership and authenticity of the product.”

The consumers say Anheuser-Busch deceptively marketed the beer in order to appeal to Latinx millennials and gen-Zers who are willing to pay a premium to support a brewery from their neighborhood. 

The consumers say the Veza Sur packaging is stamped with the words “Hecha en Miami” — “Made in Miami” in Spanish.

But Veza Sur in fact has no connection to Miami and beer drinkers were deceived into buying the product and paying a premium for it, the plaintiffs say.

According to the complaint, Anheuser-Busch is the single largest beer producer in the United States and has about 40 percent of the market share of all beer sold in the country, so cannot call itself a craft beer brewer.

They’re suing for violations of Florida’s deceptive and unfair trade practices act, fraudulent misrepresentation, unjust enrichment, negligent misrepresentation and misleading advertising. They’re also suing for breach of express warranty under Florida law and breach of the federal Magnuson-Moss Warranty Act.

This is not the first time Anheuser-Busch has come under fire for false marketing allegations.

In April, the brewery settled a lawsuit filed by Oregon craft beer producer Suzie’s Brewery that alleged the company falsely advertised itself as producing the only and first organic hard seltzer.

Portland U.S. District Judge Michael H. Simon signed off on the settlement, while warning Anheuser Busch that “truth matters.”

What do you think of the company’s marketing in this case? Let us know in the comments!

The plaintiffs are represented by Joshua H. Lida, Morgan L. Weinstein and Terra L. Sickler of Twig Trade & Tribunal PLLC, and Katherine Earles Yanes and Gus M. Centrone of Kynes Markman & Felman PA.

The Veza Sur Misleading Class Action Lawsuit is Jackson et al. v. Anheuser-Busch Companies LLC et al., case number 1:20-cv-23392, in the U.S. District Court for the Southern District of Florida.

Read About More Class Action Lawsuits & Class Action Settlements:

• Anheuser-Busch Told ‘Truth Matters’ in ‘Only’ Organic Hard Seltzer False Advertising Settlement
• Guinness Brewing Location Class Action Lawsuit Trimmed
• Snapple Drinks Not ‘All Natural,’ Contain ‘Coloring Agents,’ Claims Class Action Lawsuit
• King’s Hawaiian Rolls Not Made in Hawaii, Class Action Lawsuit Claims