From Bob Lachky, evp-global industry development at AB:

“We’re a 50-share market leader, we’re an American beer company primarily, so it is incumbent upon us to grow this industry here,” said Lachky. “Other brewers may not have the same mission we have. Our mission is to grow the beer category, and others may have a mission to cannibalize the category. I don’t know; you’ll have to ask them what their mission is. Does Anheuser-Busch want to grow Anheuser-Busch? Yes, but if you make the pie bigger, everybody gets a bigger slice.”

Two articles highlight the greater context at best:
Brandweek – A-B Keeps Pouring ‘Here’s to Beer’ Effort’”
WSJ – ‘Here’s to Beer Celebrates Fathers Everywhere’

Nonetheless, I stand by my conviction on these videos: MAKE THEM VIRAL FRIENDLY! Quick suggestions:
1) Add the ‘share’ option for each video
2) Make bite-size chunks by sharing a few videos on YouTube and other networks, linking back to additional content on HTB.

What is the return on investment for Annheuser-Busch?
I have no objection to a company playing around with its money and testing the waters. But let’s say hypothetically that HTB was a bit more conversational, community oriented, and received more traffic. It couldn’t turn the tides later because it would betray its audience, community and organizational vision.
At that point, the only thing HTB could do would become similar to imdb.com and become the Internet Beer Database.

Any other ideas or thoughts?

I don’t get it. How can a viral video succeed as other than entertainment if we can’t identify the brand? It would make sense if the idea is to grow beer drinkers (no pun intended). But, is there any shortage. My local tavern doesn’t have any trouble filling stools.