Almost 10 years ago, Steven Poole published his book, Unspeak. The subject was the use and abuse of words. People think carefully with their use of words. Hidden meanings and politically-charged meanings can be hidden in the utterances. This can be true for the politician, journalist, PR hack or marketer. Seems obvious, doesn’t it?
What prompted this post was a certain furore over a certain large brewery finally laying claim to trying to pass off some products as local, craft offerings. This is getting attention elsewhere so there’s little new that I can add to this.
What caught my eye, however, was a particular comment used by said breweries PR team. So what somewhat starting statement? It was none other than “low-volume high-quality draught products” being used to describe their small batch trying to be crafty offerings.
If this is how they describe these beers, how then to they describe their mass-market product? Those familiar with the dark arts of Unspeak could read this as as tacit acknowledgement of their big-selling and category leading brands as “high-volume low-quality”.
Accidental and careless, perhaps. Dangerous and charged, indeed.
Guinness announced a few weeks ago that it was extending its current sponsorship of rugby’s Pro12 tournament for a further four years. The company clearly hopes that this new commitment will give it added exposure and convince people to stop referring to the tournament as the Magners League. This is a similar problem to rugby’s European Cup as people long associate it as the Heineken (or simply ‘H in France) Cup. The new Guinness tie-in follows an unsuccessful attempt to become title sponsors of the English Premier League. Carling has made a return as the official beer of type-flight football.
Of course these sponsorship arrangements are important sources of funding of sports. Breweries will try to snap up as many competitions as possible to keep them out of the hands of competitors but also to respond to a more imminent concern – a blanket ban on alcohol sponsorship of sports. It already happens in France for example. Now the Irish Government and others are expected to follow suit. This undoubtedly will cause problems for the likes of the IRFU and GAA.
One of many Dublin GAA themed ads from Five Lamps
In addition to the sponsorship money forked over, sponsors can be typically expected to pay anywhere up to 50% of the amount paid telling consumers that the sponsor said team, league or event. This can range from exclusive bars inside stadia, branding pubs, competitions, TV ads, instore promotions etc. However, they are particularly exposed on their flank to one particular threat – ambush marketing; other companies getting in on the game with little to no money down.
In the run-up to the All Ireland Football Championship, Five Lamps Brewery hosted a couple of GAA-themed events. Other breweries have released sports-themed beer names such as Western Herd’s Danger Here. Rascals Brewing Co.have had a few like Holy Schmidt Pale Ale and 13 Seconds. Such approaches fit in with a sector that sees itself in the midst of a revolution, trying to usurp control from the larger, macro breweries. Attention-seeking from the likes of BrewDog and others is key to a sector that has minimal money to spend on advertising.
Beer names have long been a popular tool to pay tribute to sports but even more importantly, they attract attention in and around major events
Ambush marketing is perhaps a little too harsh a prism to view such actions. It’s not like infamous battles of Coke versus Pepsi or Addidas versus Nike to claim hearts and minds of consumers. Craft breweries are using other tactics to reach out to consumers through sport. Trouble Brewing has hosted craft beer nights in Dalymount Park. Kelly’s Mountain have been involved with their local GAA club.
Craft breweries are approaching sponsorship opportunities strategically. Sweetwater Brewery was launched by Rye River in Ireland the week of Boston College-Georgia Tech American Football game. As if that wasn’t enough, SweetWater was available draught at The Trinity Welcome Village at Trinity College Dublin, the official tailgating venue for the Aer Lingus Classic. Over in the west, Wild Bat brewery has collaborated with Oughterard RFC on a limited edition rugby jersey.
Wild Bat taking it one step further with this limited edition Oughterard RFC jersey
It seems that craft beer is prepared to take on the larger breweries head on in their traditional domain – sponsorship in marketing. However, they’re doing it in their own special way. Sure, what else would we expect from them.
