Friday, 18 March 2011

Take Pride In Your Work

In response to Jeff's blog about including presentation and design in the criteria for judging a beer: I think it is surely an unavoidable issue!

If your beer did not have a pumpclip / bottle label, would you sell any beer?

Having seen the pumpclips on offer from “the above link” I would not be surprised if your suggestion to judge branding would be dispatched with quickly, and likely with much coughing and averted gazes. Please, all brewers, you take pride in your beer: We love it as much as you do, we just need you to give us a reason to choose it!  Something about ships and 'apeths of tar springs to mind.
If branding and advertising were not important, why would the likes of Mr and Mrs Cola-Brand and “some ‘beer’ that is made from rice”, spend far in excess of the GDP of developing nations for an advert that runs once a year at the Super Bowl?  Why do people drink JD instead of Jim Beam? IMAGE.

It is little wonder that so many of our nations youth drown their hibernating taste buds in “fizzy yellow liquids”; alleged cider (it’s only cider if ‘concentrate’ does not follow the word ‘apple’); “all kinds of funny-coloured stuff in bottles”, when that is the only thing they know about!  It is a question of reputation and brand association.  Why do people drink the above mentioned sour mash whiskey?  Would it have anything to do with the fact that every true rock n roll hellraiser is seldom found without one pressed to their lips?

Why why why are so many craft/micro/larger-scale breweries sooo resistant to branding their product in a way that represents their product in the best way possible?  Is there *that* much money in brewing that this can be shunned as an irrelevant triviality?  Are pumpclips and bottle labels the exception that proves the rule that lines the pockets of the ad-men who sell C*****g and F*****s?

While I am on the subject; yes I would like to take the time to spell out the following…….. Tabloid-esque semi-puns and 12 year old playground humour are as much of a solution to branding as trying to use a kipper to unlock a door!  Please STOOOP!

*deep breath*

Is it really that much of an issue to take pride in the presentation of your beer?  You made it, and if you are not proud enough of it to give it a nice name and pumpclip/label design, how can you expect anyone to give it the time of day?

Regardless of your target market, beer tickers, beer geeks, Joseph T. Public or Saturday Nighters who are only in pursuit of the effect of alcoholic beverages, the companies who have done their research and commissioned a competent designer – paying for the privilege I must add – always, did I say ALWAYS?  Seem to have the longest brand retention with their target market, the highest sales figures and the widest distribution networks.  Red Bull anyone?

Vote: Pump Clip Parade as Official Watch Dog of Good Taste in Beer Land!


Thanks gang..... I feel better :)