The Miller Brewing Company caught fire Friday for a new ad campaign in which they depict bottles of competitor Budweiser as advancing a Nazi agenda.
"You don't want to drink a Nazi beer on Super Bowl Sunday, do you?" the comercial asks.
Budweiser's parent company, Anheuser-Busch InBev, was not amused.
"No one should ever be compared to the Nazis," said AB InBev spokesperson Marianne Amssoms.
Miller, for its parts, said the ad was in direct response to Bud ads implying Miller beer was associated with terrorists.
"They called us 'the beer al-Qeada probably drinks,'" said Miller Brewing spokesperson Windell Middlebrooks.
"Well, it might be." said Amssoms.
Experts say this polarizing discourse could end up turning beer drinkers away.
"People miss the days of 'Tastes Great, Less Filling,'" said Barry Duffman. "they could end up drinking micro-brews or, Heaven forbid, even wine with their wives."