We don’t want Bud, we want Brooklyn!

Eric Delia at Relent­less Thirst has tipped us off to the excit­ing news that Bud­weis­er are launch­ing a UK only ad cam­paign, focus­ing “on the care that goes into mak­ing Bud­weis­er, high­light­ing its his­to­ry and prove­nance.” [Pause to choke on what­ev­er tasty bev­er­age you’re sup­ping at the moment.]

Fab­u­lous. Anoth­er bor­ing lager being (re)marketed. I did­n’t real­ly notice it go away, although I sup­pose now I think about it, you see more Becks around than Bud. And quite a lot of Bud­var – we Brits love an under­dog, although of course Bud­var isn’t quite the under­dog it pur­ports to be, as Evan Rail point­ed out.
images_coasters_tmb.jpgAny­way, this got me think­ing about some­thing I’ve been pon­der­ing for a while. Why does­n’t the Brook­lyn brew­ery try a mar­ket­ing cam­paign in Lon­don to push its won­der­ful lager? It would appeal on two lev­els. First­ly, to the dis­cern­ing beer drinker who would be delight­ed to see it in the fridge in amongst a sea of oth­er indis­tin­guish­able “world” lagers.

Sec­ond­ly, it would sure­ly appeal to the type of suck­er who drinks any lager as long as it’s in a bot­tle and comes from anoth­er coun­try. This is a big mar­ket, at least in Lon­don, giv­en the num­ber of iden­ti­cal ranges in cen­tral Lon­don pubs – Per­oni, San Miguel, Coro­na, Brah­ma etc.

If good mar­ket­ing can pol­ish turds like Bud, Mag­n­ers and all those bland euro­lagers, imag­ine the effect it could have on some­thing that’s a gen­uine­ly great prod­uct? In fact, the Mag­n­ers adverts aren’t even good. We mugs real­ly will buy any­thing.

Boak

10 thoughts on “We don’t want Bud, we want Brooklyn!”

  1. For some rea­son, Brook­lyn sim­ply does­n’t sell as well as it should, despite being a great beer with an attrac­tive brand iden­ti­ty. That’s what I hear from those who are try­ing to shift it.

    Per­haps an amber lager just isn’t some­thing many peo­ple are amenable too? After all, our qual­i­ty beer sec­tor is so focussed on ale as opposed to lager, and the lat­ter is just seen as a pale refresh­er. Peo­ple are miss­ing out on a great, great prod­uct.

  2. To prove the point I haven’t even tried it! One to remem­ber next time I’m in Tesco. I sup­pose if I want a lager I go for Czech or Ger­man ahead of “New World”.

  3. Yes, I sup­pose that rather than appeal­ing to two mar­kets, as it should, it falls between two stools. Pity.

    I have tried it on both sworn ale drinkers and sworn lager drinkers and both enjoy it – it’s just love­ly stuff.

  4. Boak, that’s my expe­ri­ence too. It’s one of those beers that seems to win every­one over, once they’ve tried it. A real stand out.

  5. I see Coors UK have agreed to start dis­trib­ut­ing Mag­n­er’s on draught, so you have that to look for­ward to.

    Def­i­nite­ly agree with the point about Brook­lyn vs oth­er small-bot­tled lagers. I sus­pect the dif­fer­ence may be one of prof­it mar­gins.

  6. After read­ing the Brew­mas­ter’s Table, it’s easy to see that Gar­rett Oliv­er devel­oped a soft spot for the British Brew­ing tra­di­tion, it being his gate­way to bet­ter beer so many years ago. So it would only make sense for Brook­lyn to imple­ment a mar­ket­ing surge in anoth­er coun­try that’s also affect­ed by less-than-ade­quate lagers.

    Also, in a dif­fer­ent post I men­tioned that Nøgne ø’s suc­cess at export­ing might serve as a pos­si­ble busi­ness mod­el for small­er out­fits that may be con­cerned with their sur­vival. Sure­ly a some­what larg­er oper­a­tion like Brook­lyn could cap­i­tal­ize even more­so on such a ven­ture, if at all pos­si­ble.

    If any of you British blog­gers are tapped for this sam­pling, or come across any results of this cam­paign, I’d love to hear more. (“Note the dry­ing, corn-like after­taste…”)

    Here’s to hop­ing your lager wor­ries come to an end soon.

  7. Good news! I’ve just heard that Brook­lyn lager will soon be avail­able on draught – or daft as those crazy Ame­ri­an’s would say. I’m salavat­ing at the thought.

Comments are closed.