Blog Archives

Marketers move import beer production closer to distribution

November 16, 2011
By
imported beer

Do imported beers lose their oomph when production moves state-side? A recent article by AdAge discusses the debate over origin versus heritage, acknowledging a trend in the import beer market that has major brewing companies moving production closer to the consumer to save on cost. Money currently spent on shipping and loss of goods can be better spent elsewhere. “Beer executives say marketing will even be enhanced, because by lowering fixed costs… companies can free up more money for brand building.” The issue is not one-sided, however. There are purists, like Laurent Theodore, U.S. VP-marketing for the Heineken brand, who...

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Beck’s Green Box Project Merges Art, Technology, and Beer

November 3, 2011
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becks-green-box-project

Beck’s Green Box Project is a “global fund established to inspire, celebrate, and financially support independent talent in art, design, music, and fashion.”  From July to September of 2011 Beck’s released 30 Green Boxes around the UK, US, and Italy that trigger an augmented reality app designed for the project. Using your smartphone or tablet, you simply point your device at the box and experience virtual artwork by renowned artists. The project will span over the next three years, showcasing 1,000 creative projects. This campaign is a great example of how beer brands can gain exposure through new technology...

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The Value of Social Media Marketing to Craft Breweries

November 3, 2011
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SocialMediaMarketing

Evan Benn from stltoday.com sat down with three representatives from small craft breweries to discuss their marketing strategies. Troika Brodsky, St. Louis Brewery’s communications director; David Wolfe, co-founder of Urban Chestnut Brewing Co.; and Kevin Lemp, owner of 4 Hands Brewing Co, all agree that social media is invaluable to marketing their beer. Social media is a great tool for small breweries because of its low cost in comparison to print and TV advertising, yet this is not the only benefit. “It’s an enjoyable medium that allows a brewer to interact with the core community of craft-beer drinkers, who are insatiable in their thirst for...

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Dogfish Head Honors Pearl Jam with Anniversary Ale

October 13, 2011
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Dogfish Honors Pearl Jam

Music and beer – a match made in heaven. Speaking of which, Dogfish Head has announced that they’ll be brewing a commemorative beer this month in honor of Pearl Jam’s 20th anniversary. The Belgian-style “Faithfull Ale” is a nod to the band’s first album “Ten,” which debuted in the August of 1991. The label reads, “Faithfull Ale is a celebration of Pearl Jam’s 20th anniversary and their seminal album Ten – In recognition of these milestones this Belgian-style golden ale is delicately hopped to 20 IBUs and fruit-forward from 10 incremental additions of black currants over the course of...

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The Subtleties Of Marketing Beer To Latinos

October 12, 2011
By
Hispanic Market Mexican Beer

This week on NPR, several beer marketing experts discuss the difficulties of marketing beer to a Hispanic audience. Think that Mexican beers have a leg up on their US competition? Think again. The facts speak for themselves, and with Latinos 19% more likely to buy beer than the rest of the US consumer audience, this is one beer market you don't want to glance over.

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Carlsberg Marketing Stunt: Punk’d Style

September 29, 2011
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Carlsberg Beer Guerilla Marketing

In accordance with their ongoing “That calls for a Carlsberg” campaign, Carlsberg Beer took a page out of Ashton Kutcher’s Punk’d book by pranking random couples in Belgium, and culminating in a really fun publicity stunt. Carlsberg filled a movie theater with 148 bad-boy bikers, leaving two empty seats in dead center for the unsuspecting pair, then filmed the reactions. Was there smiling? Were there tears? Was there screaming? Were there Carlsberg beers? Watch the video to find out. And spoiler alert–hot pink, as it turns out, can instill confidence in a man. Our take: This was clearly a...

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Guinness Partners with Pro Football Hall of Fame

September 28, 2011
By
Screen shot 2011-09-28 at 2.23.55 PM

The main focus of the Pro Football Hall of Fame has long been towards the skilled and passionate athletes of the NFL, but this year, they are looking to recognize another kind of passion. The Pro Football Hall of Fame recently announced its partnership with Guinness to find football’s biggest fans. The two are running a promotional contest between now and October 31st to find football fans that are as “bold and distinctive as the characteristically bold stout.” The winners will be featured in a new Guinness-sponsored exhibit at the Hall of Fame in addition to being able to...

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MolsonCoors Amping Up Gears On Canadian Beer Market

April 13, 2011
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MOLSON COORS CANADA -   Launch of  Molson  Canadian 67 Sublime

At a current market share of 34.7%, MolsonCoors is the Canadian beer market leader. Their flagship product, Coors Light, surpassed Budweiser as Canada’s top selling beer in 2010. Nevertheless, the quest for domination is never complete, and MolsonCoors is looking to pump some new life into its Canadian brands by beefing up exposure and expanding their product lines. Their newest product, which was unvelied earlier this week is Molson Canadian 67 Sublime – a low-calorie, lemon-lime flavored beer. Apparently this has been tested on an Ontario audience. Not sure I would have trusted them. Read the full story at...

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Carlsberg: No Longer “Probably the Best Beer in the World”

April 8, 2011
By
carlsberg

Carlsberg is undergoing a major re-branding effort to help push sales for the Danish brewer. At the forefront of this effort, Carlsberg abandoned its slogan, “probably the best beer in the world” and is hoping that this change will help double the brand’s profits by 2015. I don’t know about you, but I think it’s about time Carlsberg recognized that they probably… scratch that – definitely aren’t the best beer in the world. Read the full story at Beverage Daily.

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Forward-Thinking Beer Packaging

April 7, 2011
By
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We all know that what’s inside the bottle is the most important part of the beer. But the bottle and packaging that surrounds the liquid can add to the overall experience and can help to create an emotional connection between audience and consumer. This list of 16 beer packages shows a diverse selection of how the beer industry is taking their packaging to the next level. Read the story at Antler Agency.

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