The Challenge for Breweries in Today's Regulated Marketplace is 
immense.

For the past decade the advertising of alcoholic products has 
been increasingly subject to both government regulation and self-
regulatory bodies. In Canada, the CRTC's August 1996 Code for 
Broadcast Advertising of Alcoholic Beverages severely restricted 
the way in which alcohol products are presented on both radio and 
television. It is not an exaggeration to say that any 
advertisement adhering to these regulations would be dull indeed, 
and almost obscure any attempt at promotion - you can't enjoy 
yourself and drink beer at the same time! Print material such as 
entrepreneurial magazines and newspapers are less restricted, 
though regulated by provincial Liquor Boards.  The same ethical 
limitations apply: do not link enjoyment with alcohol 
consumption; do not direct your ad to youth; do not over-promote; 
do not pass Go!  Also, self-regulation within various media 
abounds.

In the United States a similar situation exists. The Federal 
Trade Commission and Congress are the key regulating authorities. 
In addition, individual media and media groups establish their 
own code of ethics, often refusing to publish or broadcast 
alcohol advertising.

The challenge? How do breweries and microbreweries 'get the word 
out' about their products within an advertising marketplace of 
such limited visibility where self-promotion is frowned upon?

When traditional methods are not a viable option we must identify 
and utilize those of the future. One way breweries can take 
advantage of modern advertising options is to share your product 
with the world on the Internet.

You may already have a company website. It's fun, it positively 
promotes your product with enthusiasm as no TV ad is now 
permitted to do. Your T-shirts and ball caps have their own page. 
Potential customers are visiting your website on a regular basis, 
once they stumble across your site on a night of Internet 
surfing.  However, is this kind of customer traffic really the 
most effective use of such a dynamic advertising tool? All that 
creative and technical effort and your audience consist of web 
junkies and the occasional salesperson trying to sell you 
something. The solution to this problem is targeted pixel 
marketing. Websites are being developed which help increase 
traffic on subject related web pages. For instance, pixel space 
for your beer label on the beer home page may be purchased for 
a reasonable cost. The label then links with your own webpage.

Beer festivals may be a long established custom, however the 
modern version is a true advertising event and increasingly 
popular, not only with the locals. Beer fans travel far to attend 
their favorite bash. To choose the festival which most suites 
your product, the Internet comes to the rescue once again. A 
number of websites list festivals. Check the bottom row of 
thebeerhomepage.com for the most popular beer festivals around 
the world.

Besides a shift in promotional methods, a fresh approach in 
attitude will go a long way in changing public perception of 
beer. Taking a leaf out the wine industry's book may be the 
answer.  Wine sales have risen since their advertisers started 
promoting wine "as a natural product, a healthy option, a 
sophisticated and educated choice, a compliment to food and 
equally popular with men and women. In fact, beer can also 
boast all these things, but its public perception is poor by 
comparison" says Peter Kendal of Molson Coors Brewers. He 
continues, "Beer is a wholesome, natural product, made from 
malted barley and hops. Moreover, moderate (and we stress 
moderate) beer drinking is just as healthy as moderate wine 
drinking".

To conclude, these are only a few examples of the way a modern 
approach to advertising need not battle with established 
regulations. A positive, open mind and a willingness to switch 
gears should lead to a healthy return on your advertising 
dollars. 

Keith Tomlinson is the President of Excalibur Communications, 
the company that created TheBeerHomepage.com Pixel Marketing web 
portal. Besides web marketing and development Excalibur provides 
value added 1-800 lead generation, tracking and conference call 
services to a wide range of clientele through North America. 
Visit http://www.thebeerhomepage.com to find out more about 
this exciting and fun new way of advertising.