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08-02-2012, 10:00
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According to some people, there are two big reasons for crappy industrial beer: bloody accountants (http://boakandbailey.com/2007/12/10/accountants-and-breweries/) and bloody marketing people.
Now, there are some things for which brewery marketing departments might deserve the blame: packaging that damages the product, both literally (http://boakandbailey.com/2011/09/02/clear-bottles-argh/) and in terms of its reputation (http://boakandbailey.com/2011/11/17/smutty-pumpclips-no-thanks/); empty blandishments — “finest malt and hops”; “premium world lager”; “only four ingredients (http://boakandbailey.com/2008/04/27/cheeky-stella-artois-ad-campaign/)“; and gimmicky “innovations” forced upon sometimes unwilling brewers.
But can’t marketing, at it’s best, be a bridge between the specialised world of the brewer or beer geek and that of the as-yet unconverted? Like a kind of translator, perhaps.
“Naff marketing terms” might wind-up seasoned beer geeks but they can engage people’s interest in a product they might otherwise never notice or, worse, entirely dismiss. (And they do gain charm with the patina of age… (http://barclayperkins.blogspot.com/2009/08/lets-brew-wednesday-fullers-1962.html))
Is the best marketing, in fact, a form of beervangelism (http://boakandbailey.com/2008/04/09/beervangelism/)?

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