Stella Artois: Originally Crafted for Christmas

November 28, 2011
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Stella Artois Logo

Stella Artois, “the beer originally crafted for Christmas,” as the brand markets itself, is gearing up for the holiday season with festive packaging and a host of other marketing tactics. The limited-edition 12-pack is outfitted as a red box covered in white stars, topped off with a gift card ready for signing. The cans themselves feature a red/white/gold color palette and the phrase “Named after the Christmas Star” scripted under the lip. In the spirit of giving, the marketing campaign is supplemented by a Stella Artois Christmas album, Under the Holiday Star. The album features 8 classic Christmas tunes...

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Rickard’s Beer Does Movember

November 16, 2011
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RickardsMovember

We’re halfway through November, which can only explain the influx of bristly, scruffy, and woolly faces around town. To show some solidarity with the Movember movement, Rickard’s has outfitted each of their brews with a characteristically distinct ‘stache. Each beer gets its own style: the Red Imperial, Blonde Handlebar, White Walrus, and Dark Chevron. A Facebook app “MO DUELS,” in which you choose a team and duel your “mo” by uploading pictures of your growing progress, provides interactive entertainment for the digital drinker. To add to the fun, a video spot (seen below) promotes the campaign: Check out the...

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Marketers move import beer production closer to distribution

November 16, 2011
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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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