Looks like it’s finally begun in earnest. While kicking back and watching the first half of the Patriots/Steelers game, I happened to catch a Michelob commercial. Now, I’ve heard talk that Anheuser-Busch was going to start marketing Michelob as their “craft beer” line, which seems to be part of something I’ve already mentioned.
The ad itself was a hybrid of the Sam Adams approach, introducing people who take part in the brewing process and the ingredients, and the Coors approach of sticking to tradition, and the people who work the land, etc. A farmer tells us about how important barley is (”Hops are for beer what grapes are to wine” sound familiar?), and there’s a nod to the company’s AmberBock. Still, it leaned more toward the Boston Beer Company side in its content, editing/flow, and appearance.
Okay, fine. I’m glad Michelob is trying to improve their image, and perhaps the image of beer overall. I’d simply prefer better beer. Here’s To Beer and all of that kind of face-time for the beverage is great, and it may lead to the public looking at beer in a more dignified light. No problem there. But personally, I think A-B’s motives are a little more profit-related here, since they’re directly marketing one of their product lines in such a manner.
I understand that’s how it works; that’s how a lot of businesses operate. They’re in it to increase profits and keep shareholders happy, and that revolves around the way the company and its products are portrayed.
There’s an interesting tagline that appears at the end of the commercial; Michelob proclaims that it’s “Crafting a Better Beer.” Wordplay can be tricky, and that’s what advertisers get paid for: attempting to sell the public on an image. Crafting a Better Beer seems an awful lot like the phrase “craft beer,” and with consumers demanding more flavor and variety, this works to A-B’s advantage.
My question is: how good is the actual beer? The proof is in the pudding, so sell me on a sample, not a gimmick.
While typing this post, I came across an article written by George Lenker a few days ago on this very topic.
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December 10, 2007 at 7:28 pm
ksbrainard
I haven’t seen the commercial, but a few quickies come to mind:
It’s hard to think of Michelob as “better beer”. I tend to think of Mich Ultra. But then I guess that’s the brand they put out the Amber Bock, et. al. under… but still…Michelob? “Better”? Than what?
At the same time, I can’t fault them for using marketing to their advantage or shooting for more dollars. In the end, that’s what it’s all about. No matter how pure the concept, a business must make money to continue to be. And no matter how established the brand, a business must contine to innovate to continue to be. While I can’t say that I like them preying on the often confusing monnkier of “craft beer”, it just might be “craft beer”’s own fault for not being more clear about what “craft beer” is.
Of course, as you say, the proof is in the tasting. Show me the good goods and I’ll be swayed.
December 10, 2007 at 10:09 pm
The Honorable Sir Mentho J. Lyptus, III, Esq.
>it just might be “craft beer”’s own fault for not being more clear about what “craft beer” is.<
Possibly, and that’s a problem that’s come up in the past. The Brewers Association attempted categorizing it as beer made by “small, independent, and traditional” outfits.
Not sure if I completely agree with their guidelines, but that’s one way of trying to put a definition to it.
The only problem is, how do you make that marketable? This artisanal beverage niche can be a tough nut to crack, and I think commercial brewers are using that to their advantage as far as cultivating an image for the general public (and are wise to do so for their own sake; it just gets our portion of the beer crowd a little agitated). Plus, their ad revenue dwarfs that of most other breweries in the country, so that already works against the little guy.
The “Great American Lager” mantra hearkens back to the days of the “True Pilsner”; it seems sort of cyclical actually. And right now, “craft beer” is the hot new catchphrase, if only because sales of microbrews have steadily grown in the US.
But if you look at Boston Beer Company, they’re doing the same as far as advertising with a more sophisticated approach, but with a better product, in my opinion.
I’m just waiting for the day people begin demanding their Bud Light be served in flute glassware.