adventures in craft beer in Perth and beyond

Weekend Reading #9

I love lounging in bed on weekends and catching up on all my favourite beery reading. From blogs to articles from the American craft beer scene and the best local beer news, there’s excellent reading material out there so every Friday I’m posting a list of the articles and blogs that have excited me.

This weeks edition of Weekend Reading is a little delayed for no reason other than forgetfulness – forgetting to post that is, not forgetting to read. So, under the ever faithful guise of “better late than never” here is this week’s reading material for you.

Philly.com | Over-hyped and over-hopped, craft brewing needs some fresh strategies

I found this article link on beer blog Beer is Your Friend. Us funny little beer geeks get so caught up in the latest brew with the craziest additions with arguably so much boundary pushing that we potentially push away other beer drinkers. I’m not saying these beers are bad or shouldn’t be around, I’m always on board for a little crazy, but shouldn’t we be getting just as excited about a smooth and well balanced porter as we do about a juniper berry infused scotch ale aged on ex-shiraz barrel wood chips?

The idea of craft breweries doing mass marketing advertising was really interesting to me. In a world of Untappd badges and #instabeer hashtaging where does an ad on the telly fit in?

Since craft breweries are operated almost exclusively by white males, this marketing approach helps explain why the vast majority of craft beer’s audience is white and male.

If craft beer is to reach its stated goal of 20-percent market share, it needs to connect with women and minorities. It needs to cast a wider net, and the most efficient way to do that is paid, mass-media advertising.

Now I’ll admit that I have loved some of the advertising for Carlton Draught, their Big Ad was fantastic, I think I even chose it to study for a university assignment. But it doesn’t make me want to have a pint of the stuff however the fact I still remember the ad and know the brand must say something for the campaign. I think Coopers is the one craft beer, and no I don’t care to argue the definition of craft, I see continuously advertising in the mass media area – bus shelters, billboards, magazines. Maybe it’s time for other craft brewers to get on board, even as a collective or handful, to recruit more to our wonderful world.

Coopers Best Extra Stout I've been seeing these at bus stops recently

Coopers Best Extra Stout
I’ve been seeing these a lot at bus stops recently

Canadian Club "over beer" campaign

Canadian Club “over beer” campaign Image from adnews.com.au

Coopers sends their reply to Canadian Club

Coopers sends their reply to Canadian Club

You can check out the full story here at the adnews website

Boston Globe | Monks in Spencer launch brewery

When the next Mane Liquor Beer Quiz night is held and the question is asked, “How many Trappist breweries exist?” you will be glad you read this article. This year the Spencer Brewery in the United States was added as one of the very few authentic Trappist breweries in the world and the only one on the US, most are in Belgium.

Money.com | 5 beer trends you’ll be seeing this summer

GABS: The Great Australasian Beer Spectapular

People are always saying that the Australian craft beer scene follows the United States but (insert subjective number here) years later. Whether this article gives a look into what we can expect soon I don’t know. Judging from this years GABS festival the sour beer love affair has already started but as to whether we would see a craft beer hotel or Trappist brewery here in Oz, well who knows?!

Marketing Magazine | Blogs: Small brands, big impact: why craft beer is top of the hops

This article is a little dated now, published just over a year ago, but even so it is still an interesting read. I think the “big boys”, aka Lion Nathan and CUB, very much understand the importance of connecting the brand with a story, a history that consumers can resonate with. That’s why you’ve got James Squire talking about, well, James Squire and the stories behind the beer names like 150 Lashes and Four Wives.

Maybe the difference is the smaller craft brewers have their brewer/s, who are sometimes also the owner/s, at every event. They are pouring beers at the beer festivals, talking to customers at the pub during ‘meet the brewer’ sessions and who may even be delivering the kegs to the bar. All this brings a connection between brewer-brewery-drinker that is extremely difficult to create in an ad.

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