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.

microbrewsThere 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.

See more posts in the following related categories: Beer advertising beer market beer marketing microbrews

0 Comments

Submit a Comment

Your email address will not be published.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

The Ember mug makes you smarter

  The Ember mug   Tom Dougherty, CEO - Stealing Share 21 May 2019 The Ember mug makes you smarter My youngest son and his wife are notorious for giving some of the coolest gifts known to man. They are a thoughtful (and creative) couple. So whatever they’re...

Clif Bar logo comes alive, mystery dies

  Clif Bar   Tom Dougherty, CEO - Stealing Share 20 May 2019 Clif Bar logo comes alive, mystery dies When it comes to branding, there’s always a fine line between keeping the mystery alive and blowing it open for all to see. Take Clif Bar, which is unveiling...

Share This