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.
Anyway, 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.