LADIES AND GENTLEMEN, as a nod to the year of our creation, 1977, we give you………………….the 77 pack. Limited time only in College Park, MD. pic.twitter.com/jm19DHVmoG
— Natural Light (@naturallight) October 5, 2018
We collectively ignored Natural Light’s publicity stunt of releasing a 77-pack to celebrate the year it was introduced by Anheuser-Busch — 1977. Part of the reason was that it was strangely only released in College Park, Md., the home of the University of Maryland. Natty Light is, of course, a college staple because of its low cost vs. getting shit-faced ratio, but the press wondered why just College Park? Maryland’s Comptroller Peter Franchot seems to understand. From WUSA9’s website (a CBS-affiliated television station covering Washington, D.C, and beyond):
“They’re obviously promoting binge drinking by young people,” said Comptroller Peter Franchot, who is responsible for the taxation and regulation of alcohol in Maryland.
“The big brewers like Budweiser who are selling 77 cans of beer for .39 cents each to college kids, they don’t like craft brewers, unless they own them,” Franchot said.
Apparently, the 77-pack is also a fun work-around for the keg ban and anti-parties-involving-alcohol rules on campus.
“It’s brilliant marketing,” said another student. “We only had it here and they make it like it was a one time thing so that caused some of the hype.”