Newcastle Gets Real
Newcastle has taken a new tack in its advertising and it’s all about turning old beer advertising on its head. Beer marketers love to throw “heritage” imagery at consumers to make beer drinkers feel like they are part of something bigger, so Newcastle decided to go back to its roots, the English town of Newcastle, where residents—known as Geordies—are filled with humor and realism. The result? Newcastle’s “No Bollocks” ad campaign.
“If you look at the Geordies, they’re very friendly, down-to-earth; they don’t take themselves too seriously, and tell it like it is. We figured that is a really interesting space for us to be in," says Newcastle Brown Ale Brand Director Charles van Es, according to Fast Company's FastCoCreate blog. "We wanted to use that wit and dry sense of humor as our brand voice. We want to be transparent about the fact that we’re marketing to you and the fact that our beer comes from England.”
When Newcastle and ad agency Droga5 did research before creating the campaign, guys told them that they thought most beer ads were ridiculous. “So we said, let’s pull back the veil on stupid, deceitful, and deceptive tactics, and let people know exactly what we want,” said Tom Naughton, Droga5 group strategy director. We want to entertain you, but we also want your money.”
You can’t fault these guys for not being honest.
Beer Stashed Under the Sea Being Rebrewed
It’s likely been more than 150 years since anybody has tasted the beer that is being recreated in Finland. And it’s not being brewed from a handed-down recipe. This brew-in-the-making was found in 2010 under the sea in a shipwreck, where it had been for 170 years.
“It is one of the world’s oldest preserved beers,” PSFK reports, and is now being brewed up by Finland’s Stallhagen brewery. Consumers should be downing the stuff by the summer of 2014. You might not want to take it on a boat with you, though.
Shipwrecks and those who survive them have been interesting marketing venues for liquor brands. Captain Morgan sponsored a shipwreck that supposedly had once been the at-sea home of the liquor’s namesake. And the bottles of whisky found frozen under explorer Ernest Shackleton’s hut in Antarctica 102 years after he died also were remade and sold for $157 a pop.
Smirnoff Looking to Flavor Europe’s Vodka
Want some coffee in your vodka? Smirnoff is hoping so. The new brand, Espresso Smirnoff, will hit stores in the United Kingdom in April and the Russian company hopes that it will help grow its flavored-vodka biz in Europe.
“There is a significant opportunity to grow flavored vodka sales in the UK, as we can learn from the US where flavored vodka accounts for 18 percent of the total vodka category,” said Karen O’Shea, marketing manager for Smirnoff Western Europe at Diageo, according to The Drinks Business blog. If folks get into the different taste, Smirnoff has plenty of others to throw at them, including lime, green apple, vanilla, and blueberry.
More Booze News:
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Just as the wine industry has found interesting ways to combine grapes into new, high-end flavorings, Starbucks CEO Howard Schultz says the brand’s new R&D farm in Costa Rica will be used to “use technology and best practices to cross varietals … and create micro lots of very special rare, high-quality coffees,” CNBC reports.
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While cardinals were gathered at the Vatican to elect the latest pope, a wine-shop owner in California got a call from the Vatican to see if he had “hundreds of bottles of 2008 Varvaglione "Papale" Primitivo di Manduria.” Could they have been for the 115 cardinals in attendance?
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