The myth that beer and alcoholic beverages are less affected by a downturn economy is beginning to become less believable. As this Christian McMahan, chief marketing officer at Heineken USA states in this NY Times article, “now more than ever, you need to give consumers a reason why you’re worth paying more for.”

Stuart Elliot from the NY Times goes on to explain that Heineken has enlisted the help of actor John Turturro to offer words of wisdom for Heineken in their new campaign. Conan O’Brien will be making his debut as a beer pitchman when he will be appearing in a commercial for Anheuser-Busch in the Superbowl.

Do you think that the influence of celebrities can help boost beer sales to new heights?