Who's ready for some football? The Super Bowl is this weekend, and you know what that means -- commercials that we will all be talking about on Monday morning. In fact, we all know someone who says they watch the game for the commercials.

CBS announced earlier this week that it sold out all the in-game spots, but a few pre- and post-game spots remained. How much money did this make for CBS (CBS)? Roughly $200 million, and that is a low-end estimate. We all know why advertisers flock to the Super Bowl, as more than 98.7 million viewers tuned in last year. No matter who is in the Super Bowl, people watch the game and the commercials -- and eventually they may buy the products from the ads.

You know, it figures that this would be the year that I give up my Bengals season tickets. I suffered through three years of horrid football and decided that I was not going to renew my tickets for financial reasons or as a protest against the team's (mis)management in the past 19 years.

That said, one reason that did not attribute to my giving up the tickets was the NFL's new tailgating rules. In an article Darren Rovell put on Twitter this morning (featured in USAToday), a New York Jets fan says that the tailgating rules (that limit tailgating to 3.5 hours before kickoff) may be the "final nail" that forces him to give up his season tickets. The new tailgating rules are supposed to help "crack down on drunken and disruptive fans" by limiting the time fans can tailgate.

Who knew that the fate of world beer would one day be in the hands of the beer faithful in Rochester, New York? The tastes of this blue-collar town, along with neighbors Syracuse and Buffalo, are key in the pending acquisition of Anheuser-Busch (NYSE: BUD) by Belgian giant InBev, SA. The three cities make up half of the U.S. consumption of Labatt Blue and Labatt Blue Light. Due to the popularity of Labatt brews and Budweiser brands in upstate New York, the U.S. Justice Department worries that beer prices might rise in Rochester.

So, if the acquisition is to be approved, giving Europeans control over America's iconic beer brands, InBev is being asked to sell the Labatt USA subsidiary. Other major InBev brands, including Stella Artois, Becks, and Bass, are not considered competitive enough in any markets to reduce competition between beers and provide upward pressure on prices.

Nope, it all comes down to Rochester and its surprisingly European tastes. Who would have thought?

It's been about two weeks since InBev NV made its blockbuster $46.3 billion bid for rival Anheuser-Busch Cos Inc (NYSE: BUD). Yes, the silence has been deafening. And, of course, the rumors have been rampant.

In fact, InBev has been getting antsy. For example, this week the company reaffirmed its bid (it's the third letter from InBev's CEO, Carlos Brito).

There is also a lending group ready to pull the trigger. The banks include: Banco Santander, Bank of Tokyo-Mitsubishi, Barclays Capital, BNP Paribas, Deutsche Bank, Fortis, ING Bank, JP Morgan (NYSE: JPM), Mizuho Corporate Bank and Royal Bank of Scotland.

But, according to the Wall Street Journal [a paid publication], it looks like the company's board is close to making an announcement. Although, it appears that the company will reject the deal. Essentially, Anheuser-Busch thinks the deal is too cheap.

That may be the case. But there's a problem: who can pay a higher price for the company?

Interestingly enough, it appears that Anheuser-Busch will make some restructuring moves (such as selling non-core assets). But why didn't it do this several years ago?

The fact remains that the company doesn't have a viable alternative – that is, unless InBev wants to bid against itself. But why?

Instead, it's a good bet that InBev will go directly to shareholders and pull off a hostile bid. In such a move, it will certainly put lots of pressure on Anheuser-Busch – which has few defenses – and perhaps get a deal done fairly quickly.

Tom Taulli is the author of various books, including The Complete M&A Handbook and The Edgar Online Guide to Decoding Financial Statements. He also operates MergerBook.com.

When I first saw the story in The Wall Street Journal (subscription required) that Anheuser-Busch Cos. (NYSE: BUD) planned to sell lime-flavored Bud Light, I thought the king of beers had gotten a little soft in the head. Then I feared for the country when I learned that rival SABMiller Plc. (LON: SAB) is gaining sales with a revolting-sounding beverage called Miller Chill which the Journal described as a "lime-and-salt-flavored light lager modeled after Mexican concoctions know as micheladas."

It seems that at some point in the 1980s or 1990s, people no longer drank beer just because they were thirsty. Instead, they needed to make a lifestyle choice. Smart, sophisticated people needed to show how cool they were by drinking overpriced imports or microbrews. I was not immune to the marketing of the time and wound up drinking a few brews with limes wedged into them until I learned better.

Former advertising executive John Greening, who did work for Anheuser-Busch, raised a more serious issue, pointing out, "their hot hand has always been Bud Light. This takes the attention away from the hot hand."

Anheuser-Busch (NYSE:BUD), noting the growing premium/boutique beer market share, is taking a new tack in its 2008 marketing. It will emphasize the quality of ingredients and brewing techniques in its core brands, Budweiser and Michelob. The strategy is an attempt to give them some of the cachet that has pushed sales of imports, such as those of its equity partners Grupo Modelo and Tsingtao.

According to the Wall Street Journal (subscription), the company will drop about $30 million on this campaign, while also increasing spending on more of the youth-oriented, humor-infused messages that promote Bud Light.

BUD is reacting to two challenges: declining/flat sales of its mainstream suds, and the competition posed by the recently announced partnership of SABMiller and Molson Coors (NYSE:TAP) to mutually market their products in the U.S. Anheuser-Busch successfully raised prices on its products in 2007, but I wouldn't expect such a move in 2008, in light of this competition.

In a campaign designed to elevate public perception of the quality of a brand, the danger lies in also elevating the public perception of the brand's cost. Too often, companies fail to find the right balance that persuades the public that they are getting a bargain, better quality for the same price. Or, in the words of a current Miller High Life campaign I feel is one of the best I've ever seen, "A tasty beer at a tasty price."

In a flat beer market, BUD's increased spending might just be enough to keep from sliding back, not a result likely to bump the stock price from its doldrums of the past 12 months.

[Photo drrt]

After a quiet start to 2007, Anheuser-Busch's (NYSE: BUD) prospects have brightened considerably, according to CEO August A. Busch IV, speaking at the Lehman Brothers Consumer Conference. The company now expects to surpass its target EPS growth of 7-10% for the year. Contributing to the stronger than expected performance has been BUD's growing stable of import and boutique beers, especially those brought on-line through its investment in Mexico's Grupo Modelo. International sales have also pushed up the bottom line.

Also contributing to the 2.7% growth in revenue per barrel was a successful price increase. The soft market for its brews that it experienced in the first quarter has turned around, with sales to retailers up 2.4%. The CEO also touted the company's aggressive pursuit of the China market.

The growth is reflected in good news for investors. In July, BUD boosted its quarterly dividend by 11.9%, and intends $2.5 billion in share repurchases this year.

After a cool spring and early summer, the weather has been as hot as a firecracker in the Midwest, so I'm not surprised by the sales increase. Looking for a stock play to make money on global warming? Consider taking a position behind a tall, cold one.

The mostly commonly abused drug in America, caffeine, is making headlines throughout the business world.

A number of state attorneys general are demanding the government investigate the dangers of beers with caffeine, fearing that those buzzed on both products may have a false confidence in their ability to drive (and distinguish among various candidates with which to spend the night). Among those products named in the complaint is Anheuser-Busch's (NYSE: BUD) Bud Extra. The company has already dropped the slogan, "You Can Sleep When You're Thirty."

Those who turn to Coca-Cola (NYSE: KO) for that caffeine buzz but are concerned about the potential health risk some suggest is posed by corn syrup now have an option. According to seriouseats.com, Costco (NASDAQ: COST) is now selling the Mexican version of the soda, made with cane sugar.

Coca-Cola is also preparing to launch a non-carbonated coffee-flavored soft drink next year. According to BrandRepublic, the company has trademarked three candidates for a moniker -- Tevai, Truvia and Kahe.

Coffee is an important part of any breakfast (don't neglect the black food group!), and Wendy's (NYSE: WEN) is making progress in returning to the breakfast business. According to Columbus Business First, the company has passed the 500-restaurant mark in expanding to the breakfast trade. Another 250 of their 6,300 North American outlets are expected to join in by the end of next month. Analysts will be watching very closely for any impact on quarterly earnings.

Yesterday Anheuser-Busch Cos. (NYSE:BUD) reported a first quarter EPS of $.67, short of the $.69 analysts had expected, and the market reacted with a share price drop of $1.45 to close at $50.90.

The company reported sales of 37.6 million barrels of suds for the quarter, up 2.2% over 2006, but only 0.5% of that growth was in the U.S. International sales were up 8.7%, accounting for the lion's share of growth. The company credits this to strong sales in Canada and China. Also, equity partners Grupo Modelo and Tsingtao did well for the quarter, boosting this class by 4.1% on modest volumes.

More troubling was the report that the company's market share dropped from 50.9% in 2006 to 50.2%. A price increase imposed in this quarter helped the company reach a consolidated net sales increase of 2.7%. For the quarter, the company reported net income of $518 million, up from $499 million a year ago.

MAJOR PAPERS:

• According to the Wall Street Journal (subscription required), Viacom (NYSE: VIA) may announce a licensing deal with new Internet service Joost.
• Also in this morning's Journal, Airbus owner EADS surprised investors and employees yesterday by postponing a long-awaited announcement of Airbus's big makeover plan, called Power8.
• And in more airline news in the Journal, JetBlue (NASDAQ: JBLU) is planning to overhaul its procedures after a storm caused the company to cancel a thousand flights and strand thousands of travelers.
• According to the Financial Times (subscription required), rumors have spread that Anheuser-Busch (NYSE: BUD) and InBev are in serious talks.

OTHER PAPERS:

• The Sunday Edition of the U.K. Times reported that JP Morgan (NYSE: JPM) will formally kick off a GBP 7B auction of DaimlerChrysler's (NYSE: DCX) Chrysler unit as early as this week.
• According to French paper La Tribune, STMicroelectronics (NYSE: STM) will supply multimedia microprocessors to Nokia (NOK) for its mobile telephones.