Marketing magazine (July 11, p.6) says that Greene King is rebranding Ruddles — they’re changing the slogan from “serious country” to “proper country”, so they can “run a range of fun activities”. They’ll be giving drinkers the chance to win a tractor, for example.
They’ve also come up with a new “fun” variant on the beer: I don’t know about you, but I’m almost as excited about the exclusive “rhubarb flavoured” Ruddles they’ll be selling in branches of Tescos as I was to see “Greene King IPA — Extra Chilled” on a pump the other day…
If you do have a yearning for a real country beer, I’d highly recommend anything from the Cotleigh brewery in Wiveliscombe, Somerset.
Carlsberg have decided to distribute Polish lager Okocim on tap, across the UK.
Okocim is not an especially exciting beer. It is not even the best Polish lager — and Polish lagers are a sorry bunch, to be honest.
It’s an attempt to tap into the market for “world lagers” — a bizarre sub-category much loved by chain pubs, which includes San Miguel, Kirin Ichiban, Peroni and so on.
I wish someone would distribute Jever Pils, for example, or Kostrizer Schwarzbier. That would be news.
Today’s issue of Marketing Week carries a story about Heineken, who are apparently relaunching in the UK with a more “continental” image. They want people to drink Heineken in smaller measures, with a thicker head, as a “premium beer”.
This won’t do anything about the actual taste of their beer – it’s still “cooking lager” – but it is an interesting step away from British lager culture.
Marketing Week also points out how badly Heineken goofed when they relaunched last time, putting their beer’s ABV up to 5% just when everyone got upset about binge-drinking. They spent a fortune on announcing “new, stronger Heineken”, and then a year or so later their competitors were all announcing, for example, “new, weaker Becks”, or Stella, or Carling.
They’re also announcing a new “draught keg” for home use. Er… Party Seven?
The UK Government have announced a new “alcohol strategy”, with the title “Safe. Sensible. Social.” [Link to 1mb PDF]
Home Office Minister Vernon Coaker said:
It is unacceptable for people to use alcohol and urinate in the street, vomit and carry on.
It’s almost regarded as acceptable to drink to get drunk and we want to change that attitude.
Apart from the fact that I don’t know exactly what “carrying on” means (laughing? swearing?) I broadly agree with these sentiments.
I also think, though, that cheap, nasty beer which it’s impossible to drink for any other reason than to get drunk, is partly to blame. There’s a good reason why you don’t hear much about “ale louts”, isn’t there?
More nice tasting beer; smaller measures; in nicer glasses; and a beer “tasting” culture, would all help to combat so-called binge-drinking.
BBC news online
According to the Arizona Star, the price of beer in Germany is going up because barley farmers are turning their fields over to crops which can be used to make biofuels.
Helmut Erdmann, the director of the Ayinger brewery in Bavaria says:
Beer prices are a very emotional issue in Germany — people expect it to be as inexpensive as other basic staples like eggs, bread and milk
In my experience, beer really is considered an everyday essential. There’s barely any tax on beer, as far as I can tell – certainly nothing like the levels we have in the UK – and it’s possible to pick up a bottle of, say, Salvator for 79c in most German supermarkets.