a few words on truth in beer advertising

When it comes to beer there are other truths I’m much more interested in than a kilojoule count

The ‘Beer the Beautiful Truth’ campaign by Lion Nathan has been kicking around for a few months and up until now I haven’t commented much on it.

For those who’ve not seen it, the advertising campaign is coupled with nutritional information on Lion Nathan’s beer brands. It’s not part of any government requirements on labelling but instead a voluntary move that Lion claims is a response to consumer demands for nutritional information when it comes to the beer we drink.

Read: Beer, the Beautiful Truth campaign details via Australian Brews News article – Beer the Beautiful Truth Campaign has it’s risks: Lion


When I first caught wind of this campaign I screwed up my nose. I didn’t, and still don’t, like the new labelling on Little Creatures, the additional panel looks just that – additional – and I find it distracting from the old oval shaped label. Admittedly it’s a very minor detail and given the addition of a nutrition panel I guess there wasn’t much in the way of options. But more importantly I don’t really care about the nutritional information of the beer I’m drinking so this campaign does zero for me. This aside, I thought to myself, who I am to judge? Perhaps consumers ARE crying out for this sort of information, I don’t know, clearly I’m not the target market for this particular campaign so maybe I shouldn’t go on a rant.

Fast forward a couple of months and well I can’t help myself.

a few words on beer and advertising …

Beer advertising doesn’t exactly have a history of truth telling, its been predominantly about middle aged overweight men trying to find ways to get away from their wives or looking super cool to get pretty women to sleep with them. It’s been about men doing manly things and this narrative hasn’t changed much despite a big truth that yes, indeed, women also drink beer. Advertising of any kind isn’t really rooted in truth and honesty so why should we take this particular beer advertising has pure 100% truth?

The Source …

It goes without saying that Lion Nathan want you, me, everyone to drink more beer – in particular their brands of beer.

The ad campaign alone implies, at least to me, that their beers are preservative free and sugar free. This in turn implies that everyone else’s beers are not. Digging around the website I found they do acknowledge that “many beers sold in pubs and bottle shops today are preservative free” but the campaign’s main advertisements aren’t going out of their way to acknowledge this.

On the subject of sources, it’s probably worth mentioning that given I don’t really like this campaign then my own writings on it are inherently biased!

A Fad …

It’s really hard not to view this whole thing as a play for the current “sugar is bad” trend. Much like the claims of “zero fat” or “99% fat free” it doesn’t mean that the product is any good for you. I’m sure broken glass is 99% fat free but you don’t see me having a bowl of it for breakfast.

A great article on AdNews called ‘Booze Ads go Sour’ elaborates on this much better than I could, here’s a little excerpt –

Obesity Policy Coalition executive manager Jane Martin said Lion were deliberately “capitalising” on the concern around sugar, and labelling beer as 99.9% sugar-free “only tells part of the story.”

“The nutrition panel doesn’t show you where the energy is coming from because alcohol isn’t listed. It’s the alcohol that contains the kilojoules.”

“It’s like saying marshmallows are 99.9% fat free. The messaging is making the products appear healthier than they are,” she said.

We have seen this before with the boom of low carb beers a few years ago. Remember Pure Blonde? I remember when it was one of the biggest selling beers at the pub I used to work at, nowadays I see it less and less. Sure, Pure Blonde is making/trying to make a comeback but their own advertising is questionable as fellow Australian beer blogger ‘Beer is Your Friend’ highlights wonderfully in his post ‘The Pure Blonde Ad I hate’. Low carb was a thing, now zero sugar is a thing, then something else will be.

Trying to be healthy …

Consume less alcohol or none at all. I’m no health expert but surely it’s the BOOZE that is bad for you. Below is a great read from 2010 which addresses a lot of beer and health myths and misconceptions. Granted it’s longer than looking at a 30 second television spot but I found it full of good information.

Read: Australian Brews News – Beer Lovers’ Guide to Good Health

As with all alcoholic drinks, the primary focus should be in the effects of alcohol on the body first rather than carbohydrates or other component.

[Excerpt from Beer Lovers’ Guide to Good Health article]

I drink beer, Here is the truth I’d like …

I drink a lot of beer and I can say with a great deal of certainty that I don’t care about nutritional information on the label. I’ve never looked at a label and thought “gee, I wonder how many calories are in this?” but you know what I have thought – “who brews this beer?”, “where is this brewed?” and “who owns this beer?” This goes for draught beers as well, not just bottles and cans.

I can’t be alone on this – take Beck’s for instance, who’s parent company AB InBev recently got pinged in a law suit for misleading their consumers into thinking that all Beck’s beer is produced in Germany.

Read: Beck’s beer settlement includes payouts for up to 1.7m US households

Sure, they included it’s US production on the packaging but from what I have read you really had to go looking for that information in order to find it. What was more prominent were words and symbols implying it was brewed in Germany. Where is the truth in that sort of labelling?

A little closer to home where last year the ACCC, the Australian Competition and Consumer Commission, fined Carlton United Breweries for misleading consumers with their Byron Bay Lager, a beer that was brewed more than 700km away in Sydney.

Read: ABC News – Byron Bay beer label not-so-fine

Further interesting reading on Australian Brews News on the Cole’s brand ‘Steamrail’ that, prior to the Bryon Bay Lager incident, didn’t mention anything about who was behind Steamrail beers.

Read: Australian Brews News – Who is Steamrail Brewing?

More beer labels followed suit and changed their labels to put a little more honesty about where the beer was brewed.

Read: Australian Brews News – Beers change beer labels to appease ACCC

By no means am I saying that beer brewed for Coles is rubbish or that brewing under contract is bad, what I do believe is that it’s relevant information for consumers and they are intelligent enough to do with that information whatever they like.

I am clearly not the target market for the Beer, the Beautiful Truth advertising campaign. I’ll accept that some people do want nutritional information on their beers, though I’d be interested to see if any other alcoholic beverage follows these footsteps, but I think when it comes to beer there are other truths I’m much more interested in than a kilojoule count.

10 thoughts on “a few words on truth in beer advertising”

  1. Great article Pia!

    John Clark

    Competition and Event Coordinator


    Royal Agricultural Society
    of Western Australia

    Claremont Showground

    PO Box 135

    1 Graylands Road

    Claremont WA 6910

    Claremont WA 6010

    08 6263 3156 | jclark@raswa.org.au




  2. When I was slightly more well padded and losing the baby fat I got interested in the general measure of calories in beer, because for me 5km of proper exercise walking meant I could have a decent beer, and that I could focus on beer rewards rather than the less-goes-in aspect of dieting. Imperfect I know, as is a broad sweep measure is calories in beer, but it worked for me.

    1. That’s a good way of looking at it Philip, thanks for commenting. I am trying to get in the habit of running so maybe this campaign has some merit to it I had not considered.

  3. An interesting read, however one minor thing to point out – from what I have read on the “Beer the Beautiful Truth” website – they do point out not only sugars but carbs and calories too. From what I have read into it they are trying to get people away from the “Beer Belly” mentality which really is just an old wives (Or “Dads”) tale – it’s the food people eat with the beer not the beer itself. If you sit down and drink water with your fully loaded hamburger and greased up fries – you will still get a “beer belly” (dur). Certainly If you care more about the brew and the tones then the added labelling isn’t so much for you – however the website does do food matching too which is pretty nifty.

    1. I was listening to an interesting episode of the podcast Oz Brews News the other week and they were discussing this campaign and pointed out it was the same big beer companies who have helped to ingrain this “beer belly” myth for so long (what with almost every beer TV as featuring middle aged men with beer guts) that its kinda funny they now want to reverse it.

      Ultimately whilst I personally don’t get any value from the campaign I should acknowledge that some may. Whether its just a general idea of what calories are in the beer or even a beer and food match.

  4. Beer brewed for Coles doesn’t mean it’s rubbish, however in reality Steamrail is total crap. I tasted it before knowing it was owned by Coles and had to find out who would brew such crap.

    1. Agree very much that the beer made by a brewery owned by Coles or Woolworths isn’t always crape but I do think it is important to divulge this information on the label.

  5. I think youre completely missing the point of this whole campaign. Lion is trying to improve the image of beer and why not? Its been misrepresented for years (especially by VB adds) as being fattening and your right that is not the case. But to get this message through to the average consumer a simple straight to the point message is needed. And why should Lion say that other beers produced by their competitors are also sugar free. Lion tried to get CUB on board with this campaign but they declined. With lion solely funding this campaign to get people to drink beer again, they have every right to focus on their own brands. Beer is a fantastic beverage and the fact that it is lower in alcohol than all other alcoholic beverages is a bonus. So instead of bagging a new intuitive to get people back onto beer as their preferred drink, you should be commending it and celebrating it with a brew or two.

    1. I don’t disagree with you Nelly, it’s certainly a new and positive message and yes, that in itself is a good thing, I also think any time booze and health are discussed together it needs to be taken with a pinch of salt (which is just as much the responsibility of the consumer as it is the brand). I think I miss the point because I am not the target audience. Why I personally don’t like it the campaign is because I think there’s a greater story to tell when it comes to beer and that’s what I, as an individual consumer, would like to celebrate and what I use to encourage more people to drink beer. Food trends like shared experience dining, native ingredients, locally sourced produce, etc I think are all driven by story, whether that’s the ingredient and its history, the history of the dish or chef or idea of community, celebration or place of a dish and much is the same with beer. I think these are what will bring people to beer and bring them over long term. I think that’s part of the reason for the growth of craft beer, people are interested in the story behind their beer and who makes it and where it comes from.
      Don’t get me wrong, Lion’s campaign is a positive message and hell, if I worked there there’s no way I’d suggest including other brands outside of the portfolio. Some people want to know this sort of information on health and nutrition so it’s great that it’s easily accessible now it just personally doesn’t connect with me or why I drink beer.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s