Pete Brown Blog
Beer and marketing
I didn’t mean to sound too critical of the multinational I mentioned yesterday - it’s what I expected them to do. Â At that scale, it is about branding first, brewing second. Â And when your brewing all takes place inside shiny sealed closed tanks and happens at the push of a button, there’s not so much you can talk about anyway. Small brewers undoubtedly have an advantage when there’s a sense of a guy who brews the beer, who has a sort of marriage to it, and who can show you the insides of how it’s made if you talk to him or, even better, visit his brewery.
But many small brewers often go too far the other way and seemingly reject marketing as somehow evil.  I’ve - hopefully - recently worked my last day inside an ad agency because a great deal of what I had to do there made me feel dirty.  It wasn’t the process, the craft of marketing itself that was the problem - it was the kind of people it attracted, what they will do to get on, and what we were all obliged to do when unpleasant companies gave us the money that paid our frozen salaries and Martin Sorrell’s £60m bonus.
To see the full blog go to: http://petebrown.blogspot.com/2009/06/beer-and-marketing.html
To keep up to date with this story, make sure you subscribe to the Siba RSS feed!