{"id":759,"date":"2013-04-23T06:59:51","date_gmt":"2013-04-23T11:59:51","guid":{"rendered":"http:\/\/www.beerbusinessunplugged.com\/?p=759"},"modified":"2013-04-23T06:59:51","modified_gmt":"2013-04-23T11:59:51","slug":"fm-966","status":"publish","type":"post","link":"https:\/\/www.beerbusinessunplugged.com\/?p=759","title":{"rendered":"FM 966"},"content":{"rendered":"

\"Shiner\"About a two hour drive from Frankfurt, Germany, one can find themselves in a region that has some of the softest water available used to brew pilsners. And\u00a0three of the world\u2019s best are from here: Warsteiner, Veltins, and Krombacher.\u00a0 These breweries are all located close to each other, in fact, it is only about 20 miles from Warstein to Meschede (Veltins),and not much further to Krombach.\u00a0 Warsteiner was named after the town it is from, Warstein; as is Krombacher, after the town of Krombach.\u00a0 German beers are named after the town in which the brewery is located, or after the family that created it, such as Veltins.<\/p>\n

As we all know, this was standard with all the German brewers who came to the US in the mid 1800’s:\u00a0 Adolph Coors, Frederick Miller,\u00a0Frederick Pabst, Joseph Schlitz and, of course, Adolphus Busch, to name a few.\u00a0 Then breweries named their beers after themselves: Coors, Miller, Schlitz, Pabst and Budweiser (Busch).\u00a0 As time went on they came with other beers named after someone, “Herman Joseph,” and “George Killian'” along with Leinenkugel named after Jacob Leinenkugel.<\/p>\n

The breweries used their founders as part of their marketing by emphasizing their founders\u2019 heritage and history.\u00a0 It added to the overall ambiance of the brand.\u00a0 No one did this better then AB.<\/p>\n

By the mid 1900’s, a number of regionals had been established, and many of these brands used names that were regional, tying the brand locally to build an emotional connection.\u00a0 Lone Star and Pearl beer in Texas; Rainer and Olympia in Washington; tying them into the mountains. \u00a0And others like: Jax and Dixie in New Orleans playing on that heritage; and Grainbelt in the mid-west.\u00a0 There are many other examples of both breweries and brands, now long gone.<\/p>\n

The early craft beers also followed this line of naming their brands.\u00a0 It started with Boston Brewing naming it’s flagship: Sam Adams Boston Lager; then breweries like Sierra Nevada and Alaska were named after mountains and states.\u00a0 Their brands reflected these names too, such as Anchor Steam, Sierra Nevada Pale Ale, and Alaskan Smoked Porter.<\/p>\n

In recent years the names of these new breweries have come from all sorts of places and directions.\u00a0 Some have a solid strategy behind the name.\u00a0 One brewer in Dallas, named the brewery after himself, similar to what the Germans do, with the thought that any reference to a Dallas name, such as a street or area, would have a negative impact on future sales in Austin.\u00a0 In the meantime, any beer from Austin\u00a0has a positive image in Dallas so it works both ways.<\/p>\n

Recently, a former collegue who had been with Gambrinus, stated that he found that the\u00a0six-pack carrier needed to be specific on identifying the liquid.\u00a0 He found a number of people did not know what IPA stood for, but when it was spelled out, India Pale Ale, then they bought the six-pack.\u00a0 The carton has to tell a story as consumers are spending more time in the beer section then any other department in grocery chains.<\/p>\n

Street names and area codes seem to be the current rage in naming brands,\u00a0like 312 or 512.\u00a0 In fact, ABI has\u00a0licensed a number of area codes for potential brands.\u00a0 Just like the new Shiner\u00a0seasonal named after the highway through town, FM 966 Farmhouse Ale. Now doesn’t that just tell you all about the brand?<\/p>\n","protected":false},"excerpt":{"rendered":"

About a two hour drive from Frankfurt, Germany, one can find themselves in a region that has some of the softest water available used to brew pilsners. And\u00a0three of the world\u2019s best are from here: Warsteiner, Veltins, and Krombacher.\u00a0 These breweries are all located close to each other, in fact, it is only about 20 […]<\/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":"","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-cf","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/759"}],"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=759"}],"version-history":[{"count":12,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/759\/revisions"}],"predecessor-version":[{"id":780,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/759\/revisions\/780"}],"wp:attachment":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=759"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=759"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=759"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}