Beer brands build on their heritage
"...by definition a craft beer is product by a craft brewer, not a big multinational."Featured comment
Big beer players Lion and DB are trying to cash in on their history in new marketing campaigns.
DB’s Monteith’s is returning to TV screens after a five-year absence to show off its entire history in 60 seconds.
In its latest TV ad, a narrator takes viewers through the brand's history starting from the 1860s, moving through to the 1940s and finishing in a modern-day bar.
Monteith’s marketing manager Jennie Macindoe says it communicates Monteith’s history all in one take.
A journalist was hired last year to research the brand's history and found Stuart Monteiths was jailed before he going to the West Coast to start his brewery. This became part of the ad’s story.
Ms Macindoe says embracing history is really important in a market that is so competitive and has many new craft beer players.
“It’s all about using heritage to your advantage to show you know how to brew great beers.”
At Lion, Speight’s is also recounting its history in short films available on its website.
Lion brand marketing director Danny Philips says Speight’s is emphasising 140 years of brewing history in New Zealand. The TV series positions the brewery as part of the rich heritage of the Otago region.
He says some brands need heritage more than others and this is a special story for those who love Speight’s, as people enjoy finding out more about brands that they love.
“We’re got a great community of Speight’s fans and this was a longer story to tell.”
The Crafty Beggars brand is Lion’s latest label, touted as “a craft beer you can actually drink”.
Mr Philips says creating the brand from scratch has been a completely different challenge from working with well-established labels.
In a campaign targeted at men and women aged 20-25, the beer giant has assembled “a rogue council of Crafty Beggar beer brewers”.
Mr Phillips says this is based on nine real people within Lion who got together to create the beers in the range.
He will not reveal their identities, though the company has been open about the fact that Lion owns Crafty Beggars.
“We’re definitely not trying to be deceptive.”
The campaign has copped some flack from beer connoisseurs, who believe smaller companies can only produce craft beers. One Auckland outlet has refused to stock the brand because its advertising.
Mr Phillips says it is disappointing the outlet has discounted the beer without trying it, as many people want to get into craft beers that are not too flavoursome, as opposed to a “boutique craft beer”.
“What makes a craft beer is well debated; some are only from small breweries, but I dispute that. I see it’s being about more interesting and experiential.”
Lion also launched Speight’s craft range last year and bought out Dunedin boutique brewer Emerson’s late last year.