Last year, big players in the beer industry banded together to run a campaign called Let There Be Beer.
Its ostensible aim was to raise the profile of beer in general terms but, in practice, it ended up being a series of excruciatingly bald product placement opportunities for those who’d provided the funding, e.g. Carlsberg.
As far as we can tell, the public were indifferent — we didn’t see any mention of it among our ‘not beer’ friends on Facebook, for example — and beer geeks, on the whole, found it rather reprehensible. Regulators weren’t keen, either, which seems to have been the final nail in its coffin.
This advertisement for Courage Best from 1979 does the rounds fairly frequently and it’s obvious why: authentic period cinematography, a catchy tune based on a hit single, and a brilliant statement of ‘brand identity’. Thirty-five years later, with extra layers of retro-nostalgic charm, it’s surely due a revival by the current brand-owners.
The first issue of Original Gravity magazine (@OGBeerMag) is due on 1 September and will be given away free in pubs, bars and at beer festivals. The website doesn’t have much information at the moment and we don’t know who’s behind it.
We don’t really listen to podcasts — they seem a painfully slow way to absorb information compared to reading — but Beerlines, currently being put together by veteran writer and ‘craft beer’ industry figure Jeff Pickthall (@BeerlinesEd) might be interesting. Its format is inspired by the BBC radio programme From Our Own Correspondent, and the first programme will feature a contribution from The Beer Nut.
And, finally, one from the rumour mill: we were told recently that we might be approached by a TV company making a series about the resurgence of British beer. Now wouldn’t that be interesting?
→ We can’t claim to have had anything to do with this one (unlike Dogbolter) but it seems another seminal beer which has a starring role in our book — Brendan Dobbin’s Yakima Grande Pale Ale — is making a return from the dead. Tandleman has all the details here.