Oct. 18 (Bloomberg) -- Anheuser-Busch Cos., the world's largest brewer and maker of Budweiser beer, is discontinuing its ``Bud Pong'' drinking game because some contestants were playing with beer.

``The promotion guidelines specified the use of water in the cups, not beer, so as not to encourage irresponsible consumption,'' company spokeswoman Francine Katz said today in a statement. ``Bud Pong'' called for drinkers to play a game of ping-pong and drink a cup when they lost a point.

The drinking game became popular among college students, and an article in the New York Times on Sunday quoted Katz as saying ``Bud Pong'' was ``catching on like wildfire.'' The company is seeking to create promotions that will create activities for adults at bars and clubs as beer sales slip.

``As a company that has invested more than $500 million to promote responsible consumption among adults and to discourage abuse, we believe it is important that our intentions with Bud Pong not be misperceived,'' Katz said.

Shares of St. Louis-based Anheuser-Busch fell 27 cents to $42.20 at 4:30 p.m. in New York Stock Exchange composite trading. The stock has declined 17 percent in the past year.

To contact the reporter on this story: Mary Jane Credeur in Atlanta at mcredeur@bloomberg.net.

Last Updated: October 18, 2005 17:49 EDT