New Ads Rekindle Controversy Over Non-Alcohol Beers

TIMES STAFF WRITER A dispute is brewing over the advertising of non-alcoholic beers, such as those now being introduced by the nation’s two largest brewers. The ads, to be created by D’Arcy Masius Benton & Bowles in St. Louis, will carry the theme line, “O’Doul’s for Every O’Ccasion.” Similarly, Miller of Milwaukee introduced its Sharp’s non-alcoholic brew on Dec. 11 with a national ad campaign that broke a week later, said Susan Henderson, a Miller spokeswoman. “We want the labeling included in the ads, whether they’re on radio or on television, as is required on the container,” said Ray Chavira, a local anti-alcohol activist and member of the private nonprofit Los Angeles County Alcohol Policy Commission. “Others may have allergic reactions to any amount of alcohol.” Chavira has asked local television and radio stations to add titles or a live announcer’s warning to previously taped commercials for Firestone & Fletcher non-alcoholic brew, which is marketed as a “spacer” between beers containing more alcohol. “It’s called a non-alcoholic brew, and the alcohol content is mandated on the label and is prominently displayed on the label,” he added.