When we went to the Craft Beer Company with a not-especially-beery mate last week, we got to see the power of branding in action.
Faced with a vast array of pumps, slightly anxious at too much choice, and aware of the queue behind him, our chum made a snap decision: he went for Magic Rock Curious. Why? Because the design stood out as professional, stylish and interesting. Because it leapt off the bartop shouting: “Buy me!”
Sadly, there was none left, and he had to settle for another beer suggested by the barmaid. As it turned out, it was every bit as nice as Curious, but we’d never have known that if left to our own devices, because its pumpclip looked like something from an A level art portfolio c.2002 – Photoshop for Dummies, posterise-everything amateur hour.
Design can’t be an afterthought, because, in the current competititve climate, it can mean the difference between a beer either selling briskly or quietly turning to vinegar in its cask. We punters — especially those of us who simply drink beer rather than obsessing over it — are fickle, superficial, shallow creatures.