According to some people, there are two big reasons for crappy industrial beer: bloody accountants and bloody marketing people.
Now, there are some things for which brewery marketing departments might deserve the blame: packaging that damages the product, both literally and in terms of its reputation; empty blandishments — “finest malt and hops”; “premium world lager”; “only four ingredients“; and gimmicky “innovations” forced upon sometimes unwilling brewers.
But can’t marketing, at it’s best, be a bridge between the specialised world of the brewer or beer geek and that of the as-yet unconverted? Like a kind of translator, perhaps.
“Naff marketing terms” might wind-up seasoned beer geeks but they can engage people’s interest in a product they might otherwise never notice or, worse, entirely dismiss. (And they do gain charm with the patina of age…)
Is the best marketing, in fact, a form of beervangelism?