So, is anyone really buying this depiction of Anheuser-Busch CEO August Busch IV as TV commercial spokesman, pitching Bud Select in a bar?

Look at that unbuttoned button-down, sans tie. Casually sauntering around in a happenin’ nightclub, surrounded by 20- and 30-something hipsters. Meaning, by extension, that this latest generation of Busch is just as hip, and thus more relatable to that alcohol-consuming demographic.

Please. This guy is a beer-brewing blueblood, worth a few hundred million dollars. I’ll bet all the Bavarian hops A-B grows that IV has never stepped into the type of club shown here. He looks about as at-home in this environment as a Buddhist monk would.

What’s more, a friend of mine pointed out that the bottle Busch is holding in this TV spot isn’t even uncapped. So much for looking natural.

The reason A-B is utilizing their youngish-looking chief executive is that beer is losing ground to liquor and wine, and so an image jazzing-up is in order. I think they’d be better off getting someone more life-like, though. Or, failing that, they could always go with the old reliable babes-in-bikinis option.