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We stand behind the Bud Light transparency campaign and have no plans to change the advertising. Brendan Whitworth, chief of U.S. sales for parent company Anheuser-Busch, said roughly 40 percent of consumers want some kind of additional transparency on products they consume, which is a key data point for the company. The epic joust is far from over. MillerCoors just unleashed a fresh assault of its own. We launched new ads from Miller Lite that are light hearted way to poke fun at the fact that Bud Light is living in fantasy world and in real world, more taste is what matters, says Adam Collins, vice president of communications for MillerCoors. The ads consist of medieval scenes with actors portraying thefamous Bud Light knightandprisoners, walking off the commercial set to crack open a Miller Lite. Beer book author and Denver Business Journal Reporter Ed Sealover, said beer sales have been suffering. At this point, when you continue to lose sales, you need to peck at your competition because youre not taking those sales away from craft breweries right now, he said. Youre going to have to take it away from people who compete in the same market as you.