Flying Fish Exit 11 – Turning Bad Press into Good Press
I grew up 15 minutes from Cherry Hill, NJ. Cherry Hill was always considered a more upscale place to live, where doctors and lawyers who worked in Philadelphia would live. Lots of big fancy stores, big fancy houses, big fancy restaurants, etc. Keep in mind this was all fancy for a New Jersey Boy. Although I am quite removed from my NJ roots, I still have a special place in my heart, and take pride in the “culture”, food and beer consumption that takes place there.
When I heard that Flying Fish Brewing Co, of Cherry Hill New Jersey was dealing with some trouble over their Exit Series beers, I felt it was my New Jesery native duty to puff out my chest and help fight the good fight.
For those who have not heard the story, it goes like this: Flying Fish Brewing has joined the ranks for many craft breweries who create a special, limited edition series of big, sexy, tasty bottles of beer. Unlike a 12 oz. or even 22 oz. bottle, Flying Fish decided to use 750 ml champagne bottles, and wrapped the top in foil. The theme of this beer, known as The Exit Series, would be a different bold flavorful beer, commemorating an exit of the famed New Jersey Turnpike. Last Spring, Flying Fish kicked this off with Exit 4, a Belgian-Style Tripel, and announced last month they would continue on with a highly hopped Wheat Ale commemorating Exit 11 of the NJ Turnpike. So many breweries nation wide are taking advantage of the love for finer beer, and this seemed like a slam dunk of an idea from a brewer and beer lover perspective.
Turning Bad Press into Good Press
Late last week, the Associated Press ran a story on Flying Fish Brewing, specifically their Exit Series. There were two pieces of controversy aimed at the small NJ brewery. First, Mother’s Against Drunk Driving made a correlation between a bottle of beer with a New Jersey turnpike exit sign with drinking and driving. This snowballed into a second piece of controversy. The New Jersey Turnpike Authority got wind of MADD’s beef, and thought any negative press Flying Fish would deal with, would come running towards the Turnpike Authority, as the average person might think NJ was endorsing this beer. Both notions are completely absurd!!
We reached out to Gene Muller, owner of Flying Fish Brewing, to get his thoughts on these notions. In regards to MADD’s claim of drinking and driving, Gene’s thoughts were that it is their job to jump on things like this, and they clearly should have done their homework. It is the opinion of thefullpint.com that they jumped on this to get their agenda out. Gene also shared his thoughts in regards to The Turnpike Authority’s words. The Turnpike Authority wanted to make it clear they are not endorsing this beer, and not selling this beer at the rest stops. Gene claims their biggest worry is toll prices going up, and having the tax payers make a connection between selling this controversial product at the rest stop with raised toll prices. This is beyond laughable and really quite bizarre. I mean, unless I am mistaken, can you buy any fancy, bottled beer at any rest stop in NJ? I think we know the answer is no. Sounds like a sweet idea, but as of today, a far fetched one.
So after all of this, Flying Fish got incredible visibility without having to spend one cent of marketing money. Unfortunately, it also made MADD look a tad bit silly. Is drunk driving bad, without a doubt. Does a beer with an Exit sign on it make me want to go shot gun a 750 ml bottle of heavy beer while driving on a two lane toll road? Hell no. Since the AP story ran, Flying Fish’s phone has been ringing off the hook with fans and retailers clamoring for Exit series stock.
What’s Next for Flying Fish’s Exit Series?
Did this bump in the road curtail the Exit Series project? According to Gene, not at all. There are at least two more planned for this year. He has a pretty good idea as to what one of them will be. He is planning to make a large, unique Imperial Stout, and would like it to conincide with the colder months, so likely around November we should be expecting this. This entire series came to be, as Gene feels there is lots of pride in being from New Jersey, living in New Jersey, or evening knowing someone from New Jersey.
Follow this link to share your idea for the next Exit Series from Flying Fish.
Follow this link to read the Associated Press’ story on the Exit Series.
