Selling foreignness to the local drinker

After leaving a match in Donnybrook, I couldn’t help but be struck by 3 billboards clustered around the same intersection advertising big beer. There was one promoting Peroni in a manner influenced by the George Clooney Nespresso ads, one from Budweiser how they can help you get a job and one promoting Kronenbourg 1664 drawing on classical French alcohol advertising practices of old.

Three billboards in close proximity promoting beer. All three being lagers. Two promoting the foreignness of the beer and one just an out-and-out escapism message (or perhaps AB InBev are giving up brewing & reinventing themselves as a recruitment company). Anyway, they show that a traditional Big Beer marketing tactic’s alive and kicking.

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Not content with dipping their toes into the “crafty beer” market, they still persist with countering the “lack of choice” argument with launching foreign brands on a market. It’s as if they use the same play book from back in the days of the East India Company. Do they think beer drinkers still eagerly scan the papers for notices of what wondrous, seemingly exotic and possibly much sought-after beers to arrive off the boat? Well, the ads indicate that the big selling points of one the beers in question is that they are foreign and foreign means better, more exotic – hell they must be if they went to the trouble of shipping them. Well, that may imply of course the beers are imported and not brewed locally (under contract potentially).

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Above all, it’s a back handed slap to the local independent brewing industry. It’s not an Irish thing nor a British one, it’s one that’s being repeated all over the place. Look at the US, Molson Coors have Blue Moon to get a piece of the “choice” market and a response from AB InBev was to push a beer from the “largest micro-brewery in the world”, namely Stella Artois. Seriously they tried to position Stella in the craft market on the basis that the Belgians know brewing. It’s similar to when in the 1980s, the microchip & PC revolution was taking hold in the US and the Soviets were trying to build the largest computer. They simply miss the point. They really only do this with lager, with the exception of the occasional wheat beer.

Big beer can put these new beers into existing establishments and many fail to take root. Bar owners have been known to complain that these beers often are slow to shift (not unique enough perhaps?) and can be reluctant to try carrying a craft beer (bottles can be an easier sell to them). However, continuously launching new beer brands can help attune consumers to break with existing brands and try other things. We need to ensure they get the opportunity to try something really special.