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  1. Mitch
    September 15, 2009 @ 6:40 am

    Sam Adams already advertises a TON about the quality of their beer. If people are dissatisfied with their macro brews, they are already getting info about a widely available alternative. Most people don’t drink beer because they enjoy the flavor; they drink beer because it is cheap and contains alcohol and doesn’t taste bad. While I would definitely like to see a craft brewer’s association coordinate a national ad campaign, I bet that’s probably not the best use of the association’s dollars. Rather, local events (beer festivals, regional beer associations) would seem to be the preferred medium for brands that are, by and large, distributed locally or regionally.


  2. brad
    September 14, 2009 @ 9:14 pm

    I think everyone needs to read Doug’s second to last paragraph…. then read it again… the make it happen.


  3. Fumi
    September 14, 2009 @ 3:48 pm


    I was thinking something similar, Arrogant Bastard logo on the center of the UFC ring. That will be sick!


  4. Doug
    September 14, 2009 @ 3:47 pm

    There are a few problems I see with the idea. I am a marketer and represent clients who buy ads during football; but it is not always the most effective course of action, and I’ve always applauded Stone and others for relying on the quality of their product and good old fashioned (or these days high tech) word of mouth to spread their message.

    Problem 1.

    Too few eyeballs. One ad bought during one game runs a huge risk of being overlooked and terribly ineffective. Apple’s campaign worked because it was a campaign – they bought tons of advertising across multiple mediums. Did you know the first quarter the i-phone came out Apple lost money because they spent more money advertising the thing than they brought in selling it? The less immediate look at it shows it paid off, but you know what I’m getting at. Factor in a remote control, DVR, checking the laptop for Fantasy scoring, running to the fridge to grab a beer, and potty breaks – there aren’t too many people watching commercials of a regular season game who would see the ad. (Super Bowl is a different story because the commercial breaks have taken on their own identity and have their own value. It is the most watched sporting event on 7 continents after all.)A lot of money and effort goes toward a message very few may see or pay attention to, which brings me to my second point.

    Problem 2.

    No one cares. Ask Seth Godin. We all love craft beers, but that doesn’t mean Joe Football Watcher will. And, they have most likely sworn their allegiance to whatever tasteless fizzy swill they’re holding in their hand at the time they see the ad. They don’t want to know what the truth is, and their tasteless ignorance is bliss. If cheap yellow beer makes them happy then someone telling them what they like is wrong is going to make them angry.

    Problem 3.

    The big boys catch wind. InBev, MillerCoors, etc have someone somewhere who monitors beer blogs like this to help them keep a pulse on the craft world. If they haven’t done so already, they will probably use their huge stack of advertising dollars as leverage to make sure no more breweries can buy ads during games. They were too slow to prevent Boston from getting in and marginally effecting their market share and they won’t let it happen again. If they tried, our favorite brewers would probably get a letter back saying “In order to protect our viewers from being oversaturated by one industry and ensure a fair variety of advertisers; we have set a limit on the number of beer companies advertising during games. We cannot accept your ad at this time” In other words – “These guys spends millions upon mullions with us and have for years and we can’t take the financial risk of losing any of their dollars. They held a gun stuffed with cash to our heads and we couldn’t say ‘no’. Sorry.”

    Stone does great one-to-one marketing. If there is someone who is interested in craft beers chances are somehow, someway Stone’s presence online and in the craft community will be found by this person. This is far more natural and worthwhile marketing IMO, and its effectiveness can be cited by your blog on their growth.

    The real problem as I see it is education. Not enough people even know of alternatives to what they see on TV or are too afraid to venture outside of what they are familiar with. As a craft beer lover I take it upon myself to expose others to this world. I think most of us had our first good beer poured by a friend of ours; and what better way to get others to drink good beer than to pour it for them?

    My solution – we all pick one day out of the year – the Super Bowl or another date, I peronsally like Ben Franklin’s birthday – and we all agree to find a co-worker, friend, relative, stranger in the beer aisle or at a bar and buy them a good craft beer and start up a conversation about it. I mean, who turns down free beer? Let us all do the talking for these guys and afterward we can let them know how it went. If people out there aren’t going to take it upon themselves to try new beers, then we should help them – this is far more effective than any ad ever could be. If all craft beer drinkers share a beer with a non-craft drinker on one given day, we will have effectively doubled the number of people drinking craft beer that day. I want my favorite brewers to spend their money on better ingredients or increasing production, I’ll advertise for them for free.

    Sorry for such a long post, I have been thinking about this for quite sometime, ever since IAACB premiered online and chatter of Super Bowl ads begun. This seemed like the right time to share my idea.




  5. Ben
    September 14, 2009 @ 3:15 pm

    AMEN! I would love to see that happen.


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