Beer Gimmicks (Cans that change colors...?)

Most of the gimmicks I can think of are all done by BMC. And no, none of the gimmicks get me to drink their beer. These are all being marketed to people who regularly drink BMC and not craft beer. Some of the gimmicks are definitely aimed at binge drinkers (frats, college kids, etc.). Some are simply aimed at people that don't know any better. Why does Coors Light need to be super cold? Because it taste like shit when it gets warm. Wait - it always taste like shit no matter what the can looks like

As far as craft beer goes, certain labels definitely catch the eye. The most important thing to me though is the style... not the color/shape of the bottle.

 

I just read that Sam Adams is redesigning the can for the Boston Lager so it more mimics drinking out of a glass.

 

I love when Miller introduces the punch top can, essentially letting you shotgun the beer without jabbing your keys thru the side and then tells you to drink responsibly. I would rather have a craft innovation that helps me drink tasty beers slower

 

When Coors Light is bordering freezing (like below 38 chilling on ice for a few days), it tastes like nothing to me. 100 degree day, its pretty refreshing. Once it gets even a bit warm its pretty narsty. That said, the gimmicks are stupid to say the least.

 

Gimmicky or not, I must say I'm intrigued by the concept Sly Fox is going with on (some?) of their new cans:

 

If you just take a can opener to a can of beer it works great and doesn't leave a sharp edge.

Im serious. Try it.

 

I collect cans so i welcome gimmicks and new innovations. keeps the hobby fresh

 

Magic bombers that increase the price-per-ounce?

 

Try the new craft sippy cup. Available as soon as the distributors feel like sending them out.

 

I read this too. It seems like an awful lot of research and production $$$ for SA Larger.

 

Use a coffee straw. It'll take forever.

 

Kate the Great, Dark Lord Day, Darkness Day, Black Tuesday release, be part of our club and you get 1st chance to buy. This bourbon barrel aged beer is brewed once a year, limited production, come one come all, buy it before this rarity is sold out. Nah, no gimmicks here in the craft world.

 

I'm totally influenced by packaging, just not in the way that BMC would like. I think how beer is packaged says something about the brewery's attention to detail, reverence of the product, and general personality. Does it trump the flavor? Not a chance. Trash beer can be packaged nicely and great beer can come in crap packaging, but it's a clue that might get me to try one before another all other things equal.

Marketing is crucial for any business that sells something and the craft industry is no different in this regard. We just happen to have our own flavor of marketing. The difficult part is either getting normal people to buy into craft marketing or finding marketing that influences the purchasing habits of both beer geeks and normal folk.

Think about the last time you tried to convince a BMC drinker to drink one of your craft brews. You probably had to pseudo-market craft to them on terms that they identify with.

 

"Creating" a glass proclaimed as new industry standard as a marketing tool for your latest collaboration beer.

Wearing a cease and desist order as a badge of honor (and quite possibly gunning for one from the start) in order to gain attention from the press.

Purposely limiting production of one-off's/specials to put "demand in front of supply"

Breweries advertising the amount of hops added to a beer without telling you the batch size.

Advertising IBU #'s.

Cute animal mascots.

Pricing beer way outside the range of industry equivalents.

Wax top bombers & cork 'n caged 750's, box set trunks, etc.

 

Unfortunately, we don't have events like that in Texas (beyond certain beers only being released at bars). I am willing to receive samples of all of those beers to see if the gimmick works. Consider me a lab rat.

 

Barrel aging, wax dipping, citra hopping.

 

You mean this?

 

Thank you! I'm usually the first one that steps in to defend the role marketing on threads like these.

Marketing spend ≠ inferior product. It can, but it's not a foregone conclusion.