{"id":1126,"date":"2015-02-17T06:00:18","date_gmt":"2015-02-17T11:00:18","guid":{"rendered":"http:\/\/www.beerbusinessunplugged.com\/?p=1126"},"modified":"2015-02-17T10:52:40","modified_gmt":"2015-02-17T15:52:40","slug":"ridicule-is-the-burdon-of-genius","status":"publish","type":"post","link":"https:\/\/www.beerbusinessunplugged.com\/?p=1126","title":{"rendered":"Ridicule is the burden of genius……"},"content":{"rendered":"

\"Largest<\/a>My bicycle trip across West Texas as a\u00a0young District Sales Manager required a visit to Wichita Falls.\u00a0 George, who was the DM I was replacing, and I visited the distributor and then left to visit our number one on premise account.\u00a0 We ordered two Lone Stars at the bar and a gentleman next to us discovered we were working for the brewery.<\/p>\n

For the next 10 minutes this gentleman bashed Coors. Apparently some years earlier he had applied for the rights to sell Coors in Wichita Falls and was rejected.\u00a0 He had nothing good to say about Coors and criticized the entire selection process and the current distributor, even though Coors was number one in the market.\u00a0 After bad-mouthing the brewery, he finished his Coors, and walked out.<\/p>\n

If I have learned anything in all these years in this industry it is that beer is the most emotional and affordable consumer product available.\u00a0 The consumer knows that the beer they purchase says something about them.\u00a0 It reflects how they perceive themselves.\u00a0 And this emotionalism is all in the marketing.<\/p>\n

Today\u2019s consumer has taken that to an even higher level.\u00a0 Not only is the consumer tied to a beer brand or style, they now patronize bars that support their segment, and often that is an establishment that sells only crafts.\u00a0 Such enterprises are comparable to Wine Bars.\u00a0 In other words, these craft drinkers self-segregate.<\/p>\n

Much has been written and discussed since the Super Bowl\u00a0concerning ABs Brewed the Hard Way<\/em> ad.\u00a0 The ad was heavily criticized by the craft industry, craft breweries, consumers and pundits and all have crucified ABI.\u00a0 It is as if ABI personally<\/em> slandered each craft consumer.<\/p>\n

In addition to the game itself, the Super Bowl centers on the half time show and the ads.\u00a0 If the game is a blow-out, as was last year\u2019s game, the game itself,\u00a0ads and half time show all fade within a week.\u00a0 This year\u2019s game and half-time show were favorably lauded, however, what continues to be discussed is the Bud ad.<\/p>\n

Did anyone really believe that ABI did not understand what they were doing in airing this commercial?\u00a0 Does anyone believe they went after craft drinkers in an effort to get them back to Bud?\u00a0 Than the question really becomes: what is the real reason for this controversial ad?<\/p>\n

Perhaps it was ABIs attempt to mimic\u00a0MC and how they have positioned Coors, which has shown real growth in the last number of years.\u00a0 Coors seems to be attempting to reach out to those consumers who left them over the years by going back to the core root of the brand.\u00a0 This technique seems to have worked; in fact, it might have even brought in some new or even younger drinkers.\u00a0 Either way you cannot disregard the numbers that Coors is posting.<\/p>\n

Given Budweiser’s volume diminishing over the decades, AB could be telling its loyal consumers not to leave, reminding their consumers that \u201cthis is Budweiser and no one brews beer like we do.\u00a0 Do not leave, we are your beer and we are good!\u00a0 If you left, then come back, we have never changed!\u201d<\/p>\n

Whatever the reason, ABI has really moved the needle when it comes to creating a stir over their beer. They have gotten ample press coverage, good and bad, and AB is continuing to run this ad in the general market.\u00a0 The numbers may show a spike in sales as their drinkers may come to their support, and perhaps, some new drinkers will try Bud just to see what all the fuss is about.\u00a0 The crafts can criticize ABI, but remember\u2026. ridicule is the burden of genius….<\/p>\n

Beer Fodder;<\/p>\n

http:\/\/wallythekat.tripod.com\/A_Pages\/AA-Videos-YOU-Tube\/Clydesdales.html<\/span><\/span><\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

My bicycle trip across West Texas as a\u00a0young District Sales Manager required a visit to Wichita Falls.\u00a0 George, who was the DM I was replacing, and I visited the distributor and then left to visit our number one on premise account.\u00a0 We ordered two Lone Stars at the bar and a gentleman next to us […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_s2mail":"yes","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[1],"tags":[],"jetpack_publicize_connections":[],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p2xRTi-ia","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/1126"}],"collection":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1126"}],"version-history":[{"count":18,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/1126\/revisions"}],"predecessor-version":[{"id":2409,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/1126\/revisions\/2409"}],"wp:attachment":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1126"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1126"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1126"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}