Tag Archives: craft beer

The American Beer Revival

[ylwm_vimeo height="480" width="640"]34050720[/ylwm_vimeo]

Yes, another Vimeo video. However, this is a test, as I’m trying to see how to connect such a video to a spotlight position.

There is an additional bonus here, as the data in the vimeo video shows how a few motivated individuals can reshape  a corporate landscape. The future of American enterprise lies somewhere within the model that the craft brewers have shown us.

How Indie Brewers are Outpacing Beer Industry Growth

Via ColumnfiveMedia, a brief infographic on where the craft beer movement is today.

Michelob is a Craft Beer?

That’s what they will want you to believe according to their new marketing campaign:

Michelob will spend $30 million next year recasting itself as a member of the craft segment. Michelob’s entire portfolio sold 450 million cases, per IRI, for the 52 weeks ended Aug. 24.

Comparatively, craft category leader Boston Beer last year shipped 49 million cases, per Beer Marketer’s Insights.

Michelob’s “Crafting a better beer” ads will even mimic Boston Beer’s Sam Adams ads.

The reason for their new image?

Case sales of craft beers are up 17.1% at food, drug, liquor and c-stores for the year ended Nov. 3 compared with a 0.08% increase for the overall category.

Y’see, according to the Anheuser-Busch’s of the world, it’s not that the craft beers are selling a better product. It’s just that they’re marketed better.

Of course, marketing is the only answer they have at the moment. They can’t come out and say the craft beers, on average, are better than the Michelob’s and Miller’s of the world. If they did they’d immediately give credence to the craft beer industry as being the better quality brands. Then they’d have to change their recipes.

And neither of those things are going to happen. So, instead they get cynical and manipulative, hoping no ones notices that they aren’t actually small time brewers.

Um…I’m sorry…What was the name of that beer again?

Let’s talk about misnamed products for a second. First, please go to this link (warning: vulgar term ahead).

Then ask yourself if you could ever imagine walking up to a bar and asking for “A nice cold glass of (insert unfortunately named product here)”

I’m no prude here but even I would never utter those words in that context (or most any other for that matter).

Of course, they got me talking about their product, which is half the battle.

Technorati Tags: Beer, Drink,

Beer Sales are Woeful — For Some.

As I never miss a chance to take a cheap shot at corporate companies who deliver mediocre to poor products, let me give a hearty, yet sarcastic, salute to the folks at Anheuser-Busch and Miller Brewing Company.

It seems as if these companies are in a bit of a rut of late. There are several reasons for their decline, including a marketplace continually shifting to wine and spirits as well as losing ground to higher-end imports and artisinal brewers.

But this market share loss is simply the result of a much larger issue. As Tom Long, Miller’s chief marketing officer, mentioned in this article, “the beer industry itself is to blame for its recent troubles. The recent trend to more lowbrow humor has brought down the industry’s image in the eyes of the public, and that a lack of brand differentiation constitutes an “ocean of sameness” in consumers’ minds”.

Or to put it another way, Budweiser = Miller = Coors. All of which taste like watered down barley water with a bit of an alcoholic kick. As the Canadian joke goes (if you’ll pardon the vulgarity) — “How is American Beer like making love in a canoe? It’s fucking close to water.”

The other issue is that these beers are marketed primarily to the “Drunk Sports Fan” crowd, a crowd that a growing number of consumers don’t wish to be associated.

So if you’re having a tall cool one with dinner tonight, tip your glass to these beer dinosaurs. They’re losing sales to local micro-brewers, and I for one, couldn’t be happier.

Technorati Tags: Food & Drink, Beer, Budweiser, Coors, Miller Brewing, Beer sales