Posted by Abe Sauer on November 6, 2012 09:55 AM
Be careful what you wish for is the lesson out of Hollywood for Budweiser. The King of Beers recently lodged a complaint, via Anheuser-Busch's legal eagles, about its brand appearing as the drink of choice for the alcoholic pilot played by Denzel Washington in the new thriller Flight.
While Stoli vodka is also up in arms at playing a role in Washington's "boozy downward spiral" in the movie, it's interesting that Bud — which is developing new flavors to woo American beer-drinkers back to the brand — had no such complaint when it was similarly depicted in some of this year's biggest films. Nor did Bud make a peep when it reaped an unknown amount of product placement value by appearing in a countless number of Hollywood's top films over the last decade.
But then, maybe not so countless and maybe not so unknown. Brandchannel has some Budweiser product placement numbers.Continue reading...
brand and bottle
Posted by Shirley Brady on November 5, 2012 06:33 PM
Budweiser was introduced in 1876 when company founder Adolphus Busch set out to create the United States' first truly national beer brand – brewed to be universally popular and transcend regional tastes — so it's no doubt still smarting from Bloomberg Businessweek's cover story on "The Plot to Destroy America's Beer" (sample quote: "Many people in the U.S. aren’t thrilled that a foreign company now owns Budweiser, America’s beer").
Anheuser Busch InBev is busy with another challenge. Bud's twelve American brewmasters just wrapped the Project 12 Beer contest, for which they "were challenged with coming up with a distinctive beer recipe worthy of the Budweiser name." The three winning beers, named for the zipcodes in which they were developed (Los Angeles, St. Louis and Williamsburg, Virginia), are now rolling out across the U.S. on a limited basis in a 12-bottle package.
The project, which launched in the spring, is described by AB InBev as the biggest focus group in the brand's history, "maybe even beer history," thanks to a summer-long sampling program that invited the public to vote for their favorite brew — re-engaging beer-drinkers with the brand and inspiring its brewmasters. The bigger challenge now, of course, is building on that momentum. That's why Budweiser is spinning one of the Project 12 brews into a new beer called Black Crown.Continue reading...
Posted by Mark J. Miller on November 2, 2012 10:16 AM
Welshman Simon Doherty owns one of the smallest breweries in Wales, the wee Artisan Brewing Co. in Cardiff, but size doesn’t matter when it comes to trademarks.
PepsiCo's lawyers caught wind Doherty was looking to trademark his “Bare Naked Beer” brand two years ago. The American beverage giant thought it was a little too close to its Naked Juice drinks brand. Apparently, the courts agree as a ruling now prohibits Doherty from using the name on his brews. He needs to make the switch to a new name within the next few months, and is offering 100 bottles of his finest for the winning suggestion (that doesn't use the word "Naked.")
Doherty wasn’t a complete loser on the day, though. “We can’t use the brand mark on our beer anymore but there was no case for using the brand on clothing so at least we won that battle,” Doherty told WalesOnline. “I have still been faced with the cost of representing myself in court, which was not cheap, but if PepsiCo had won outright I would have been facing astronomical costs.”
As Doherty figures out his next move, let's just hope Canada's Barenaked Ladies don't slap their brand on a bottle any time soon. [Oops - Artisan informed us on Twitter it's too late for that.]
brand and bottle
Posted by Mark J. Miller on October 16, 2012 06:02 PM
A typical Budweiser has 5.3 percent alcohol. Sam Adams Boston Lager: 4.8 percent. Coors Light: 4.2. Armageddon: 65. No wonder the measuring-tape holders at the Guinness Book of World Records are reportedly checking to see if the new brew out of Scotland sets a new high for alcohol content in a beer.
If so, it will have beaten out a brewery in Holland that produced Start The Future, which featured 60 percent alcohol, since July of 2010. According to the UK's Daily Mail, the battle for the top percentage has been raging for the last three years, started by Scotland’s BrewDog with the fabulously named Tactical Nuclear Penguin brew, which boasted 32 percent alcohol content.
That was followed by Germany’s Schorschbock with 40 percent alcohol and then BrewDog’s Sink the Bismarck, which only upped the ante by one percentage point. A German brewer answered the call with a 44 percent beer but then was trumped again by BrewDog with the 55 percent End of History brew. That one was the most difficult one to get since only 12 bottles produced. However, it was the most uniquely packaged. The Daily Mail reports that each was sold inside a stuffed squirrel.
Now they're all quaking in their boots at Armageddon, which just launched at the Inverness Beer Festival.Continue reading...
brand and bottle
Posted by Abe Sauer on October 16, 2012 11:02 AM
The Zombie Pub Crawl this year was shooting for a Guinness record. The event, in its eighth year, has grown from a disorganized group of 150 "zombies" traipsing between Minneapolis-St. Paul bars to a 2011 attendance record of 30,000. It is billed as "a cross between Mardi Gras and a George Romero movie."
And this year, local brewer August Schell produced an exclusive brew for the local undead, "Brain Belt," gleefully ripping the heart (in a loving way) in one of America's beer-savvier heartland states, and tapping into the ongoing love affair between marketers and zombies.Continue reading...
brand and bottle
Posted by Shirley Brady on October 10, 2012 10:46 AM
SABMiller this week updated its Africa strategy: "Double the price of beer, Halve the price of beer and Go Farming." Double the price is explained above with a case study on its Castle Lite brand; the other two pillars were explained in two other videos, explained as:
Halve the Price of Beer: Halve the price of beer refers to our strategy of innovating and producing more affordable beers using local ingredients and creating an entry point into commercial beers for consumers who are trading out of informal alcohol and entering the formal alcohol market. In this short film we introduce the strategic context and look at how our traditional beer Chibuku Shake Shake has grown in Zambia and showcases how we are innovating to extend our reach to more consumers through PET in our new offer Chibuku Super.Continue reading...
brand and bottle
Posted by Mark J. Miller on October 9, 2012 01:01 PM
Heineken isn’t just James Bond's new beer of choice, with a swanky limited edition collectors' edition in Europe whetting fans' thirst for the upcoming Skyfall movie. The brand also is consumed by enough Americans to make it the nation’s top upscale beer import. And the Dutch brewer wants to keep spreading the brand love.
With that in mind, Heineken has partnered with New York's up and coming Public School fashion label to create a limited-edition camouflage duffel bag in honor of the third annual “Heineken 100,” which honors “tastemakers,” according to a press release. The pair previously collaborated on a limited-edition T-shirt that you may have missed.
"We chose Public School as a partner because their clientele, like ours, are open-minded, confident, resourceful men who know quality, seek out new experiences and are ever-evolving in all aspects of their life," said (Bond-worthy named) Olga Osminkina, senior brand director of Heineken USA. "We hope this is one of many future collaborations with innovative and accomplished designers who align perfectly with the aspirations of the Heineken consumer."
The brewer is all about new looks these days as it also has redesigned its packaging for the first time since 1946 — meaning that James Bond isn't the only star on its bottle. The brand's new “Star Bottle” design (see below) that's coming to the U.S. is now rolling out to some vendors in New York and is scheduled to be on shelves in the rest of the country by March of next year.Continue reading...
Posted by Abe Sauer on October 3, 2012 03:29 PM
With little to gain and a lot to lose, playing politics is something brands generally do from a position of neutrality ("7-Election"), low-brow humor (Gas-X's "Gas Crisis") or outright mocking of the system (Etch A Sketch; Reebok's 2003 Terry Tate candidacy). So when the Most Interesting Man in the World chose to host a fundraising event for President Barack Obama, Dos Equis's parent Heineken USA was understandably vexed, forced into one of those frustrating statements all brands hate to make that include the words "views are strictly his own, and do not represent."
But maybe Dos Equis — and Heineken — should play to their brand strengths. According to a recent study, both brands' drinkers trend Democratic, with the former rated the most popular beer amongst lefties. So when viewers drunkenly yell at the TV during the first 2012 presidential debate on Wednesday, chances are they will do so with very partisan bottles in hand.Continue reading...