John McGee: beer marketers have their promotional game

  • John McGee: beer marketers have their promotional game
    Independent.t. E.
    Anyone who has seen the latest TV ad for diageo’s Smithwick mileage can be forgiven for feeling a grain of salt. Some may even experience a slight perturbation. In case you missed it, that’s where the Smithwick’s attempts to gradually move the brand in everyday life of home brewing Ireland fans who never give up in their relentless quest to brew a good brew.
    https://www.independent.ie/business/media/john-mcgee-beer-marketers-need-to-up-their-advertising-game-37185488.html
    https://www.independent.ie/business/article37185625.ece/8afe8/AUTOCROP/h342/2018-07-08_bus_42304497_I1.JPG

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Anyone who has seen the latest TV ad for diageo’s Smithwick mileage can be forgiven for feeling a grain of salt. Some may even experience a slight perturbation. In case you missed it, that’s where the Smithwick’s attempts to gradually move the brand in everyday life of home brewing Ireland fans who never give up in their relentless quest to brew a good brew.

Cheeky trying to align your brand with these home brewing of soldiers, many of whom sport the obligatory hipster beard that is all too common these days – the Smithwick bravely trying to put down a marker on the market, which has become extremely low and fierce.

In marketing parlance it’s called trying to stay relevant among the target audience that is spoilt for choice when it comes to the consumption of the new beer, lager and cider.

The Smithwick, of course, not the only brand of diageo is trying to Woo Irish drinkers, which may have strayed to the dark side of home brewing, or, God forbid, have absorbed one of the many Beers now available in the market.

Brand lagers Rockshore, for example, explicitly orientation leader Heineken market and other small boats drinking beer with campaigns that show yeah, happy citizens with beards having a party somewhere on the beach in the West of Ireland.

Her hop house 13, meanwhile, is positioning itself as a premium craft beer that should appeal to the legions who played a role in crafting a beer to 4pc of the total beer market.

Against this background, grow beer sales and the increasing number of craft Breweries across the country that brands such as the Smithwick, Rockshore and, of course, there are other brands produced by rival Heineken, are forced to compete for the hearts, minds and taste buds to Irish consumers. And they have every reason to be concerned.

According to the Irish report, the beer market, which was published by the Irish Brewers Association (IBA), the craft beer industry continues to grow along with production rising from 86,000 hectoliters in 2014 to approximately 238,000 HL in 2017, an incredible growth 177pc.

IBA has also estimated that there are over 100 Breweries scattered throughout the country, 72 of them-a complete brewery, with 69pc of their exports. Walk to many pubs throughout the country and you will be confronted with a wide selection of Beers including on tap, along with regulars like Guinness, Heineken, Carlsberg and Smithwick.

As in the Renaissance in the Irish spirits industry, where there are a total of 17 working distilleries and another 14 in the pipeline, the growth of Irish craft beer industry is one of the great unsung post-Celtic Tiger success story.

But here’s the thing: the main part of success in the industry was achieved without the large marketing and advertising budgets that multinational brands such as diageo and Heineken have at their disposal. When was the last time you saw a big brand TV ad for Wicklow Wolf IPA or a Galway hooker? Struggling? Me too.

The craft beer industry is lacking in marketing resources, however, it more than makes up for it, in terms of his passion and refreshing chutzpah. Some of his success to word-of-mouth marketing, smart social media, aligning itself with the local population, tell a good story of the brand and assuming that all the attributes of the brand Challenger.

At a time when Irish society was to give two fingers to the old establishment for the last 10 years, it is also open to new ideas, tastes, experiences and, Yes, new Beers, which are often tastier than the more established conventional.

None of this, of course, went unnoticed by the large international manufacturers and, if these events cause them to react the way of innovation, development of new products and large advertising campaigns.

The question of who has the biggest and the most attractive advertising campaign can become somewhat academic when the public Health (alcohol bill) is passed, possibly before the end of this year.

In addition to a number of restrictions on the sale and promotion of alcohol, the bill proposes radical changes to the content, which is allowed in advertising by limiting it to things like product Name, its strength and where it was taken.

In other words, not a bearded hipster bartenders or the players were drinking merrily at the bar, not beautiful young things, clapped himself on the roof bar at sunset and not to pull at the heart strings with images of snowy Breweries and revellers at Christmas.

Although this is, of course, will test the creative possibilities of the industry, don’t expect alcohol brands to pull out of quite is because they don’t. But they have to be smarter and find new ways of reaching their customers that are not related to break into someone’s moonshine party.

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