tag:blogger.com,1999:blog-7315262155858800734.post8565500468202488037..comments2024-03-29T05:58:25.823-04:00Comments on Seen Through a Glass: Branding is such a dirty wordLew Brysonhttp://www.blogger.com/profile/04084380741402026573noreply@blogger.comBlogger16125tag:blogger.com,1999:blog-7315262155858800734.post-53000568383363189762011-08-22T11:36:36.869-04:002011-08-22T11:36:36.869-04:00The craft brewer that I think has played fast and ...The craft brewer that I think has played fast and loose with rebranding and rebottling of its different beers is Rogue. I am not sure if they still do it, but they seem to repackage the same beer and give it a different label, almost by season. (Now off the top of my head if you ask me what are the names.. I cannto remember. I want to say the Shakespeare Stout was one.. but obviously the branding didnt work because it didnt stick in my head.)<br /><br /><br />In terms of 3.2 beer, I do not know how other states work, but in Kansas where I did grad work, the license was a 3.2 beer license. All beers in the establishment were 3.2. Liquor stores can sell full strength beer but some beer bars and convenience stores only sell 3.2 beer. Right now its a liquor store lobbey that is keeping the 3.2 beer the same (sound familiar Pennsylvania?).Syllogismhttps://www.blogger.com/profile/16759747143640872652noreply@blogger.comtag:blogger.com,1999:blog-7315262155858800734.post-58593771497361537302011-08-17T22:39:07.831-04:002011-08-17T22:39:07.831-04:00Isn't this just a matter of labeling? Nobody ...Isn't this just a matter of labeling? Nobody complains that Jim Beam sells a watered-down "light whiskey" in Ohio and other states, because it says right on the bottle what the ABV is. Maybe the problem is merely outdated beer labeling laws?Nathannoreply@blogger.comtag:blogger.com,1999:blog-7315262155858800734.post-62389870692995734802011-08-17T13:51:45.932-04:002011-08-17T13:51:45.932-04:00Bud has been brewing 3.2 beer for specific markets...Bud has been brewing 3.2 beer for specific markets for over 70 years I would hardly call it compromised any more than any other Global brand adapting to the specifics/sensitivities of a given market. Look at McDonalds in Asia, or Coke in Mexico, or any other of the 1000's of global brands out there that adapt to regional markets are they compromised? Sort of a ethnocentric view in my opinion. This happens all the time, in every market, for decades if not centuries. Anyway you look at it this is a specific cultural, adaptation to meet a market demand. To me it sounds like it would not hurt in the least for this consultant to take a marketing class or twoJPnoreply@blogger.comtag:blogger.com,1999:blog-7315262155858800734.post-57520400835915054612011-08-17T10:11:15.345-04:002011-08-17T10:11:15.345-04:00Lew, thanks for that. This sounds like an anomaly...Lew, thanks for that. This sounds like an anomaly, a heritage from early post-Pro days.<br /><br />GaryGary Gillmannoreply@blogger.comtag:blogger.com,1999:blog-7315262155858800734.post-69814229211099246242011-08-17T02:42:21.142-04:002011-08-17T02:42:21.142-04:00"...craft brewers and specialty imports do no..."...craft brewers and specialty imports do not have compromised versions in these markets."<br /><br />This (from the piece Lew quoted, not from Lew himself) is not true. In Colorado grocery stores can only sell 3.2 beer. Some craft brewers (including at least one very highly respected one) sell "watered" versions through these channels.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-7315262155858800734.post-9215848277612420092011-08-16T19:58:39.804-04:002011-08-16T19:58:39.804-04:00I don't have a problem with the branding issue...I don't have a problem with the branding issues involved, but can see why it might present some problems. But I have to ask: If McDonalds is required to eliminate transfats in some jurisdictions, can it still be branded McDonalds? I think the answer is yes. It's not exactly an apples to apples comparison, but it's close.hiikeebahttps://www.blogger.com/profile/04546094181276790786noreply@blogger.comtag:blogger.com,1999:blog-7315262155858800734.post-86913309417885118692011-08-16T17:22:02.654-04:002011-08-16T17:22:02.654-04:00Gary, to the best of my knowledge -- which is limi...Gary, to the best of my knowledge -- which is limited on this -- 3.2 is mostly about not being available at all licensed establishments. There are exceptions, of course, but it's about where you can sell it. It's weird, and I'm really glad it's not in PA. Although I am jealous of Utah for the great 4% beers the craft brewers there put out...Lew Brysonhttps://www.blogger.com/profile/04084380741402026573noreply@blogger.comtag:blogger.com,1999:blog-7315262155858800734.post-23439145628088770032011-08-16T15:56:26.359-04:002011-08-16T15:56:26.359-04:00Actually, Derrick, I think there are elements of b...Actually, Derrick, I think there are elements of both of those aims in the branding of both types of brewer. But I think craft brewers -- and oddly enough, Budweiser, as opposed to Bud Light or Coors Light -- focus more on the experience and the quality. Nothing's cut-and-dried, one-size-fits-all.Lew Brysonhttps://www.blogger.com/profile/04084380741402026573noreply@blogger.comtag:blogger.com,1999:blog-7315262155858800734.post-1632015508893291012011-08-16T15:50:42.781-04:002011-08-16T15:50:42.781-04:00Sorry, fixed some typos.
I think I did not read t...Sorry, fixed some typos.<br /><br />I think I did not read this the same way as Flagon and Derrick. Of course craft breweries use branding; everyone uses branding whether they want to or not.<br /><br />The question is whether they - like Budweiser - brand two different products with the same name.<br /><br />Flagon seems to say they do, which renders the whole piece kind of wrong, but that's still quite an issue to bring up. I do not believe that a 3.2 version of anything - Deschutes, Bud, Sam Adams - tastes the same, and so it should not be branded the same way, for a whole lot of reasons.Anonymoushttps://www.blogger.com/profile/15551051953384066780noreply@blogger.comtag:blogger.com,1999:blog-7315262155858800734.post-12464356689774268992011-08-16T15:44:11.320-04:002011-08-16T15:44:11.320-04:00Looks like I missed your point. Craft brewing bra...Looks like I missed your point. Craft brewing branding seems more about a certain seal of quality, an experience you get when drinking the product. Corporate branding seems to more about simplifying the consumer choice so they reach for the familiar bottle, sort of reinforcing a habit.Derrick Petermanhttps://www.blogger.com/profile/03965272125362046327noreply@blogger.comtag:blogger.com,1999:blog-7315262155858800734.post-28443341485236151342011-08-16T15:41:55.824-04:002011-08-16T15:41:55.824-04:00I don't believe anyone -- me, Browne, or anyon...I don't believe anyone -- me, Browne, or anyone making comments here or on Facebook -- said craft brewers didn't do branding. The issue was about doing it well, and with integrity. Branding is not inherently wrong/bad/treacherous. Crappy branding is a bad thing, but there's nothing wrong with branding done well.Lew Brysonhttps://www.blogger.com/profile/04084380741402026573noreply@blogger.comtag:blogger.com,1999:blog-7315262155858800734.post-27175704593154401942011-08-16T15:38:16.623-04:002011-08-16T15:38:16.623-04:00No branding in the craft brewing industry? If you...No branding in the craft brewing industry? If you believe Stone Brewing, Dogfish Head, New Beligium, or Lagunitas to give four notable examples aren't branding themselves, I have several bridges in Brooklyn I'd like to sell you.<br /><br />They just do it differently than the big boys (as your example attests, I really can't see a craft breweries watering down their product and selling under the same name) but the most successful craft breweries are some of the saviest marketers on the planet.Derrickhttp://beer-runner.blogspot.comnoreply@blogger.comtag:blogger.com,1999:blog-7315262155858800734.post-83526833031467733742011-08-16T12:09:53.244-04:002011-08-16T12:09:53.244-04:00Lew, I hadn't realised that some states still ...Lew, I hadn't realised that some states still maintain the 3.2% limit (by weight, thus about 4% by volume). This came in as you know after Prohibition ended, in some states.<br /><br />How does it work for the light beer brands of the big brewers though? If your regular beer is 4% ABV, is your light version even less?<br /><br />Also, in these states, does this mean craft beers, almost all of which would exceed 4% ABV, are not available, ditto imports over that level, or does it apply only to beer brewed in the state?<br /><br />Gary<br /><br />GaryAnonymousnoreply@blogger.comtag:blogger.com,1999:blog-7315262155858800734.post-66064882404906406452011-08-16T11:43:20.545-04:002011-08-16T11:43:20.545-04:00I think he is 100% incorrect.
Craft breweries DO ...I think he is 100% incorrect.<br /><br />Craft breweries DO play the same game. Deschutes absolutely REEKS of brand-ing (just look at their website if you're unsure). Furthermore, here in MN you can only sell 3.2 beer in grocery stores, and Sam Adams, Summit, and other craft brands are happy to play the "watering down" game, not just Bud. <br /><br />Also, I think the making of 3.2 beer is much more complicated than simply watering beer down like he suggests.Flagon of Alehttps://www.blogger.com/profile/03961940368880824313noreply@blogger.comtag:blogger.com,1999:blog-7315262155858800734.post-6098861876137056172011-08-16T11:26:45.644-04:002011-08-16T11:26:45.644-04:00While I see the point of the branding misrepresent...While I see the point of the branding misrepresentation, I have to wonder what it would cost for A-B (again, the example only, anyone in the position) to re-brand all of their cans, bottles, cases, six-packs, tap-handles, glasses, to reflect "Bud 3.2."<br /><br />It would be the same as a roll-out of a new "flavor." And then who eats the cost? The consumer, of course.<br /><br />Do you suppose that consumers in the states mentioned just automatically know the beer they're getting is the "watered down" version of what the rest of us get? And at that point, does branding matter?Stevenhttps://www.blogger.com/profile/10585545034172431563noreply@blogger.comtag:blogger.com,1999:blog-7315262155858800734.post-69619374661227073412011-08-16T11:26:36.011-04:002011-08-16T11:26:36.011-04:00It's actually stunning that this is going on, ...It's actually stunning that this is going on, and especially funny that the business term for it is "brand dilution." Talk about accurate terminology.<br /><br />This isn't the 1700s. People in low-abv states travel to other places, and if you're Budweiser, do you really want them surprised to find your beer - labeled and identified identically as what they are used to - is different somewhere else? I'm mystified that this practice persists.Anonymoushttps://www.blogger.com/profile/15551051953384066780noreply@blogger.com