BulletProofBlog the blog on crisis communications

While InBev' s proposed takeover of Anheuser-Busch has already provided for a great deal of commentary in this space, it seems the fight is only just beginning.

With this week' s announcement that A-B is now suing InBev over Cuban business connections that could potentially lead to violations of the Trading with the Enemy Act if the deal goes through, the battle for Budweiser - and a number of other highly-visible beer brands - has intensified dramatically.

And, more important to the communications junkies like us that are following the story' s every turn, this saga continues to demonstrate how corporations in crisis are increasingly molding business and legal strategy to make the biggest impact on public perception.

Regardless of the veracity of A-B' s allegations, they have once again sounded a protectionist, populist, and patriotic clarion call being heard across the country. It' s clear that A-B wants to fight this battle in the public arena - where its argument that the most American of brands should remain in American hands carries the greatest weight. Drawing attention to InBev' s Cuban interests ensures that the Court of Public Opinion will continue to hear A-B' s most powerful messages, whatever the outcome in a court of law might be.

The bloggers are already sinking their teeth into this story and, like a kids' game of telephone, the word is spreading. To be successful, A-B realizes that their allegations don' t necessarily have to be accurate; just in line with the public perception it is trying to cultivate.

The ball is back in InBev' s court now. And you can bet we' ll be commenting on whatever happens next.