Dan Fox
The views expressed in db Reader do not represent the views of the drinks business.

Beer: The remarkable power of place

30th May, 2014 by Dan Fox

Whether it was God’s Country or the land of sky blue waters, “we’re from a special place” has worked strategic magic for countless beer brands through the years.

4308159

Even when simply featured as a place of origin, a city or country added legitimacy, distinctiveness, and a cultural grounding to the brand. Milwaukee, Holland, Boston, Munich, and more have lent their names to highly successful beers.

5464402
It’s reasonable to conclude, then, that a beer’s real hometown matters to its drinkers. Maybe it makes the brand seem more human. Maybe it speaks to the brand’s soul. Maybe guys just need to know where you hail from before they take you seriously. Regardless, a sense of place is a strategic asset. At the minimum, it helps differentiate a brand. And this advantage isn’t limited to beer as well-known brand hometowns for cereal, whiskey, and chocolate– Battle Creek, Lynchburg, TN, and Hershey, PA– demonstrate.2609715

Apparently, none of this has been lost on today’s craft brewers. Many incorporate their hometown in their brand name. And nearly all of them celebrate their geographic roots, from Indiana farm country to the heart of Los Angeles.5325048

So, what about Big Beer? With the exception of Coors Banquet (the only one of their big brands that’s growing), every major brand has all but abandoned incorporating a sense of their home into their ad strategy. Perhaps it’s inevitable fallout in the age of beer-globalization.HeyBeer image

Do these mega-brewers even have a hometown? Where do they hail from? Are they world citizens without allegiance to any particular country?

Do they even have… a soul?

 


Read more of Hey Beer Dan’s work here

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Job vacancies

PR Account Executive

Clementine Communications Ltd
Fulham, UK

PR Senior Account Manager

Clementine Communications Ltd
Fulham, London

Marketing Manager

Berkmann Wine Cellars
London, N7, UK

Brand Manager

Berkmann Wine Cellars
London, N7, UK

Sales Account Manager

Jascots Wine Merchants
London, UK

Marylebone Sales Manager

Philglas & Swiggot
Marylebone, London, UK

Area Sales Manager

Bon Coeur Fine Wines
North England, UK

Procurement Assistant – Wine

Adnams PLC
Southwold, UK

Account Manager Central London

Speciality Drinks Ltd
London, UK

Brand Ambassador

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Ltd
London, UK

Marketing Assistant

Hatch Mansfield
Ascot, Berkshire, UK

Marketing Manager

Bancroft Wines
London, UK

Regional Sales Manager – Scotland

Bancroft Wines
London, UK

The Global Sparkling Masters 2017

Deadline : 25th August 2017

The Global Malbec Masters 2017

Deadline : 25th August 2017

Global Chardonnay Masters 2017

Deadline : 1st September 2017

The Global Sauvignon Blanc Masters 2017

Deadline : 1st September 2017

Click to view more

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

The Global Organic Masters 2017

The drinks business is thrilled to announce the launch of The Global Organic Masters

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Click to view more