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(Advertising Age)   On quest for fatter profits, beer companies have stopped marketing to Joe Six-Pack and are plowing their ad dollars into attracting Joe College, a new drinker heavily influenced by his good friend Farker Beersnob   (adage.com) divider line 31
    More: Obvious, Joe College, Busch Beer, Miller High Life, Sanford C. Bernstein, American beers, Anheuser-Busch InBev, Time Inc., low-end market  
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1093 clicks; posted to Business » on 31 Mar 2013 at 5:08 PM (1 year ago)   |  Favorite    |   share:  Share on Twitter share via Email Share on Facebook   more»



31 Comments   (+0 »)
   
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2013-03-31 05:17:36 PM
cdn1.cdnme.se

don't make this guy mad
 
2013-03-31 05:28:41 PM
It's not like cheap beer really needed marketing in the first place. It's cheap and gets you drunk; what more do you need?
 
2013-03-31 05:40:44 PM
This is news to people? Of course they don't need to advertise to Joe Sixpack because they already have that sale in the bag. Joe Sixpack has been buying the same beer every friday on his way home for 20 years. The people they need to advertise to are the college kids and the beer snobs, those are the ones always looking for the next trendy thing to come along.
 
2013-03-31 05:47:17 PM
Microbrews are for drinking with dinner.

Bud Light is a wonderful "If we're grilling out and I have to buy it, this is what you're getting" beer.
 
2013-03-31 05:56:41 PM

MrEricSir: It's not like cheap beer really needed marketing in the first place. It's cheap and gets you drunk; what more do you need?


ReapTheChaos: This is news to people? Of course they don't need to advertise to Joe Sixpack because they already have that sale in the bag. Joe Sixpack has been buying the same beer every friday on his way home for 20 years. The people they need to advertise to are the college kids and the beer snobs, those are the ones always looking for the next trendy thing to come along.


Came to make these points.
/ I have been drinking for decades but still prefer milk or ice water with meals.
 
2013-03-31 06:01:33 PM
That's MISTER Farker Beersnob.

But you can call me by my nickname:

Hoppy Hop McHoppy Hoppity Hoplite Hopper Hop DaHopmeister Triple Hop Dry Hoppily Hoppola the Hopnificient
 
2013-03-31 06:17:41 PM
The real story here is thus:

The worlds biggest beer distributor (AB InBev) has been driving profits by merely buying more beer brands. They simply do not know how to make money by actually selling more beer.

The change in advertising spend from the cheap domestics to more premium brands is their attempt to do the later. It's not working out so good for them.

Anyway, since they are on the stock market rollercoaster like every other public company in the world, they only have three ways to keep that stock price growing - charge more, cut costs, or buy back shares. It's highly unlikely they are going to sell enough beer (which is just a commodity anyway really) to keep that needle going up.
 
2013-03-31 06:32:03 PM
That's because Taint-licking Submitter is not a big demographic, tainty boy.
 
2013-03-31 07:14:56 PM
Too bad Joe College knows all about inbev's godzilla stomping all over their market and won't buy anything they own out of spite, regardless of the price.
 
2013-03-31 07:18:38 PM
Hedonismbot put it best; "I apologize for nothing!"
/Beer snob
 
2013-03-31 07:49:50 PM

Porndip Poonpat: That's because Taint-licking Submitter is not a big demographic, tainty boy.


Depends on who's taint it is.

Your mothers?  Aint touching that.  Asian nurses and red heads?  Hells yeahs.

(note:  not submitter)
 
2013-03-31 07:52:23 PM

BumpInTheNight: Too bad Joe College knows all about inbev's godzilla stomping all over their market and won't buy anything they own out of spite, regardless of the price.


i.imgur.com

A group of well informed, college aged gentleman conscientiously partake in a local microbrew as part of their pact to always stand in unison against Inbev.
 
2013-03-31 11:12:22 PM
I love the hipster Budlite commercial they've been running during the NCAA tournament.  Just because it's obvious that they are so dismissed by that demographic and it looks desperate.
 
2013-04-01 12:52:03 AM
Over recent years my beer consumption has become a lot more seasonal. I'm drinking radlers (and hard cider, which most pubs have on tap in NZ now)  in high Summer, IPAs and lagers for most of the year and stouts in the winter. I find I'm nursing my drinks and considering the taste 
more often than I used to. I must be getting old.
 
2013-04-01 02:59:45 AM

thisispete: Over recent years my beer consumption has become a lot more seasonal. I'm drinking radlers (and hard cider, which most pubs have on tap in NZ now)  in high Summer, IPAs and lagers for most of the year and stouts in the winter. I find I'm nursing my drinks and considering the taste 
more often than I used to. I must be getting old.


No, you just enjoy your beer more.
 
A great way to explore is to find out when your local beer shop is having their weekly tasting night. I've found so much cool stuff that way.
 
Sadly, here in NH i am spoiled by the number or good microbrews avaiable, many brewed within 50 miles of my house.
 
2013-04-01 03:05:14 AM

Satanic_Hamster: Porndip Poonpat: That's because Taint-licking Submitter is not a big demographic, tainty boy.

Depends on who's taint it is.

Your mothers?  Aint touching that.  Asian nurses and red heads?  Hells yeahs.

(note:  not submitter)


What if my mother is a red headed Asian nurse?
 
2013-04-01 05:15:04 AM
anyone remember the budweiser bud man? yeah i'm old. when i was in college bud man would come on campus and he had one thing to do and that was to get everyone drunk. our university had school owned and run pubs and that farker could drink his arse off. i mean this guy dressed in his super hero costume could almost drink everyone in the pub under the table. there wasn't any omg drinking is irresponsible crap just bud man giving out the first 12-24 oz of beer to people and some posters and t-shirts and then everyone buying bud and getting close to passed out drunk.
 
2013-04-01 05:22:48 AM
They might be pricing some beer snobs out of the market. I'm not going to pay $10.50 for a six pack of Stone IPA. I don't care how many hipsters rave about it.
 
2013-04-01 06:23:03 AM
Sadly, these days most kids have MORE spending money in college, while they are still entitled to a near endless supply of government loans.  My wife and her classmates are able to borrow ~80k USD per year, depending on the exchange rate.  Meanwhile, every Spring break, Winter break, and Summer break, they're posting pictures of their latest ski trip or visit to Rome or flight back to the US.
 
2013-04-01 08:47:05 AM

starlost: anyone remember the budweiser bud man? yeah i'm old. when i was in college bud man would come on campus and he had one thing to do and that was to get everyone drunk. our university had school owned and run pubs and that farker could drink his arse off. i mean this guy dressed in his super hero costume could almost drink everyone in the pub under the table. there wasn't any omg drinking is irresponsible crap just bud man giving out the first 12-24 oz of beer to people and some posters and t-shirts and then everyone buying bud and getting close to passed out drunk.


Bud man has been replaced by a couple 20 something chicks who give out hats and t shirts if you lie and say the beer you are drinking, or the next beer you drink, is an AB product.
 
2013-04-01 09:11:28 AM

earthworm2.0: Satanic_Hamster: Porndip Poonpat: That's because Taint-licking Submitter is not a big demographic, tainty boy.

Depends on who's taint it is.

Your mothers?  Aint touching that.  Asian nurses and red heads?  Hells yeahs.

(note:  not submitter)

What if my mother is a red headed Asian nurse?


Son?
 
2013-04-01 09:29:36 AM
They don't know that by a beer appearing in a commercial it immediatly loses any following.
 
2013-04-01 09:32:50 AM

ReapTheChaos: This is news to people? Of course they don't need to advertise to Joe Sixpack because they already have that sale in the bag. Joe Sixpack has been buying the same beer every friday on his way home for 20 years. The people they need to advertise to are the college kids and the beer snobs, those are the ones always looking for the next trendy thing to come along.


The big beer companies are in a weird position right now. I mean are they losing market share to small brewers? Of course. But considering the overall beer market is shrinking, they are probably losing more market share to people who give up drinking beer all together (or people who just cut the amount of beer they drink) either for health reasons (like they want to lose weight) or because they have switched to wine or hard liquor. So on the one hand they have to go after the people who are drinking micros, but they also have to go after this other crowd (which is why you see things like low carb ultra light beers). The problem is those two crowds are kind of the exact opposite of each other.
 
2013-04-01 09:37:12 AM

MrEricSir: It's not like cheap beer really needed marketing in the first place. It's cheap and gets you drunk; what more do you need?


I think this is why smaller breweries will never gain a significant market share (and I say this as a total beer geek/homebrewer). I mean compared to say bud light the smaller brewers are essentially selling a completely different product. I mean sure it is nice to talk about things like hop profiles and organic malts, but for the guy buying a suitcase of beer at a gas station, it's not about that. For him beer is just an alcohol delivery system. Why waste time learning about flavours (and pay more for the product) when you just want something that is easy to drink, gets you moderately druink, doesn't need to be mixed and can be purchased pretty much anywhere (especially in the US) for not very much money.
 
2013-04-01 12:30:46 PM

mechgreg: I think this is why smaller breweries will never gain a significant market share (and I say this as a total beer geek/homebrewer). I mean compared to say bud light the smaller brewers are essentially selling a completely different product. I mean sure it is nice to talk about things like hop profiles and organic malts, but for the guy buying a suitcase of beer at a gas station, it's not about that. For him beer is just an alcohol delivery system. Why waste time learning about flavours (and pay more for the product) when you just want something that is easy to drink, gets you moderately druink, doesn't need to be mixed and can be purchased pretty much anywhere (especially in the US) for not very much money.


The British have dropped all pretenses and just deliver alcohol via plastic 2 litre bottles:

www.english-shop.de
 
2013-04-01 01:00:47 PM
I am new to the Detroit metro and I must say that the Michigan beer scene kicks ass. The local brewpubs are always packed. The microbrewery seasonals will sell out. Well, most of the seasonals.

There is a lot of support for the good beers. Mead's too.
 
2013-04-01 01:17:42 PM

TheShavingofOccam123: That's MISTER Farker Beersnob.

But you can call me by my nickname:

Hoppy Hop McHoppy Hoppity Hoplite Hopper Hop DaHopmeister Triple Hop Dry Hoppily Hoppola the Hopnificient


So, you're Hop 15 come to life?
 
2013-04-01 01:57:39 PM

KierzanDax: TheShavingofOccam123: That's MISTER Farker Beersnob.

But you can call me by my nickname:

Hoppy Hop McHoppy Hoppity Hoplite Hopper Hop DaHopmeister Triple Hop Dry Hoppily Hoppola the Hopnificient

So, you're Hop 15 come to life?


Hop 15 has 15 different hop varieties added to the beer every 15 minutes.

Too little hops, too much time.

/I take a pouch of hops with me. Just a fistful of hops between my cheek and gums gives me that full hoppy flavor when I sip my IPA.
 
2013-04-01 02:51:23 PM
In fairness - joe college has a trust fund. Joe plumber has a bad knee and a drinking problem..
 
2013-04-02 01:21:01 AM

McGrits: I am new to the Detroit metro and I must say that the Michigan beer scene kicks ass. The local brewpubs are always packed. The microbrewery seasonals will sell out. Well, most of the seasonals.

There is a lot of support for the good beers. Mead's too.


If you haven't had an Oberon yet then you sir, can GTFO of my state.
 
2013-04-02 08:09:11 AM

shinji3i: McGrits: I am new to the Detroit metro and I must say that the Michigan beer scene kicks ass. The local brewpubs are always packed. The microbrewery seasonals will sell out. Well, most of the seasonals.

There is a lot of support for the good beers. Mead's too.

If you haven't had an Oberon yet then you sir, can GTFO of my state.


I am midway through a six pack of Bells Oberon. Too bad the weather got cold again, because that is an awesome porch-sitting beer. I was able to get a 4-pack of the Hop slam earlier this year.

I have found a great liquor store whose owner is a beerhound. He has helped with some good stuff from both Dark Horse and Shorts.

I also have both Kuhnhenn and Dragonmead brewpubs nearby work. Life is good for the beer.

/B Nektar meadery in Ferndale has some good stuff too.
 
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