Why is Bud Lite like having sex in a canoe? Because both are F***ing near water.

I work in the beer industry and traditional beer is down overall but seltzers have remained steady. The RTD cocktails are doing well though as the growing trend but they are overpriced for what you can make at your house, it's just convenience. 

The ad campaign made sense. It was a man pretending to be a woman drinking water pretending to be beer.