Anheuser-Busch has removed its “Fan Can” merchandise from shelves in university communities because of concerns that the cans promote underage drinking, officials said.

Carol Clark, Anheuser-Busch’s vice president of corporate social responsibility, said in a statement that the “fan can” program was part of a marketing strategy for the fall sports season, and that the college-colored beer cans do not display any college logos.

Spokeswoman Tricia Hornsby with Collegiate Licensing Co., a marketing company that represents 165 colleges and universities throughout the nation, said 25 colleges asked the brewer to discontinue the program.

ASU’s Vice President of Public Affairs Virgil Renzulli said the University’s Office of General Counsel recently sent a letter to the beer company voicing ASU’s concern.

“[The program] was done without our permission or knowledge,” Renzulli said.

Renzulli said the “fan can” promotion was an attempt by the brewer to make the University look like a participant.

Anheuser-Busch responded promptly, Renzulli said, and retailers around ASU’s campuses are no longer selling the product.

John Eaton, an ASU clinical associate professor in marketing, said he understands why the company was marketing to colleges, but he doesn’t approve of it.

“I think [Anheuser-Busch] is obviously doing this promotion to create that association [with schools],” Eaton said.

Business senior Daniel Rosen said though people typically buy beer based on personal preference and not the colors of the can, for underage drinkers who might not care, showing school spirit may be a reason to indulge.

“It was a poor decision on [Anheuser-Busch’s] part,” Rosen said. “I would imagine that the majority of college students are under 21.”

According to ASU’s fall 2008 student demographic report, the average age for the freshmen and sophomore classes — with more than 22,000 students — is younger than 21 years old. Information for fall 2009 is not yet available.

Lee Hill, communications and special projects director for the Arizona Department of Liquor Licenses and Control, said the program has not violated Arizona liquor law and that it would be up to the retailer or distributor whether or not they were going to carry the product.

Jerry’s Drive-In Liquor Store, located on Rural Road across the street from ASU’s Tempe campus, had only two six-packs of “fan cans” left, and the clerk said they would not be receiving any more.

In a statement from Anheuser-Busch, Clark said the program is an option for all wholesalers and about half are participating nationwide.

“We place great value in the relationships we’ve built with college administrator[s] and campus communities across the country,” Clark said. “Certain cans are not being made available in communities where organizations had asked us not to offer them.”

Reach the reporter at sarah.hotchkiss@asu.edu.