The Michelob newspaper ads said Interbrew's Stella cost £1.11 in Belgium and £2.09 in the UK. It commented: "Belgium is laughing at your expense," and signed off: "Michelob - a premium product on both sides of the Atlantic."
Interbrew said the ads were "misleading" and made "unfair comparisons", and did not take into account the fact that alcohol taxes are five times higher in the UK than in Belgium, and UK Stella has a higher ABV.
• Anheuser-Busch is complaining itself over an ad for the Caledonian Brewery's Deuchars IPA which imitates one for A-B's Budweiser brand by having a bottle cap upside down on the bottle and looking like a crown.
While the Bud ad repeats the brand's slogan, "King of Beers", the Deuchars ad says: "King of Ales", in commemoration of its winning the champion beer title at the Great British Beer Festival this summer. Anheuser-Busch has sent a letter to Caledonian in Edinburgh saying "further action will be taken" unless the Scottish company pulls the ads.