Microbrews, it’s time to take on the Big Three
Tom Dougherty, CEO – Stealing Share
29 April 2011
New Castle, technically an import, takes the first shot
Well, it’s about time. Technically, Newcastle Brown Ale is not a microbrew (it is technically an import, made by Heineken), but its recent announcement that it will launch its first-ever television campaign is the arrow shot over the bow in the beer market. Will any of the other microbrews follow suit?
Having worked on several beer brands, including some of the nation’s largest microbrews, believe me when I tell you that microbrews have rarely wanted to launch a mass media campaign.
“Many of them believed it was the act of discovery that made them (somewhat) popular and mass media marketing would subvert that.”
Now, they will have to.
There were several reasons why microbrews do not want to launch TV campaigns. For some, it is a simple money issue. But, for most, it is because they feel mass media marketing is beneath them, somehow. They believed their refusal to “sell out” is part of their appeal. Many of them believed it was the act of discovery that made them (somewhat) popular and mass media marketing would subvert that.
There was some factual basis for that. Microbrew drinkers are among the most disloyal brand customers because their brand face (who they are when the use the brand) is about finding the new thing. They will try what’s new. It’s the Bud, Miller and Coors drinkers who will only drink that one brand of beer.
The problem with the approach most microbrews have taken, however, is that microbrews end up competing against themselves, never taking market share from the big three.
At some point, someone had to step out. Samuel Adams has run TV spots (and it is considered not microbrew-y enough inside the industry because of it) and now Newcastle is saying that enough is enough.
One thing I promise is that the first microbrew (and I’m talking about the ones that are not owned by Budweiser, Miller and Coors) to step out on the front porch and get aggressive with marketing – assuming its message is right – will also be the first to start stealing market share.
That’s when Bud, Coors and Miller will finally get nervous.
Cleverness in advertising stinks: Prevagen Tom Dougherty, CEO - Stealing Share 17 August 2017 Prevagen gets stupid Prevagen. The perfect example of brand masturbation. Brands try to speak directly to the emotions of prospective customers. Anything that gets in the way...
Amazon Instant Pickup Tom Dougherty, CEO - Stealing Share 16 August 2017 Is Amazon Instant Pickup just an automat? Amazon is doubling down on its push into traditional brick and mortar with its new Amazon Instant Pickup service for Prime and Student Prime members. The...
Disney streaming Tom Dougherty, CEO - Stealing Share 15 August 2017 Disney streaming bursting the bubble I'm a steaming content kind of guy. A few years back, I cut the proverbial cord, diving headfirst into the likes of Netflix, Hulu and HBO Go. Truth is, there...