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.
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