Beerlines

Insights on beer marketing & PR by a beer-war vet

Archive for the 'Byron Bay Pale Lager' Category

08 March
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Beer provenance revisited: lack of transparency still a hot issue

On the matter of beer provenance I must highlight and hat tip the role Matt Kirkegaard, arguably Australia’s leading beer commentator and blogger, has played in bringing this issue to prominence.

After penning my previous post I came across an earlier post and podcast by Matt about beer provenance concerns. I urge you to read and listen to this interview with Dr Chuck Hahn by clicking on the RBN pic immediately below. Maybe miss the preamble and start 10 minutes in.

rbn chuck

While contacting Matt, beerlines took the opportunity to quickly interview him on beer provenance and secure an update on his thoughts.

Beerlines: “As Editor of Australian Brews News is provenance becoming more important? If so is there any variation between small and big brewers?”

Kirkegaard: “It’s an interesting question.

“As our shelves become more cluttered with a wider array of beers, consumers are looking to brand values as much as flavour to aid their selection.

“It’s here that provenance can really matter. It’s also here that large and small brewers can be pushing things a little too far and muddying the provenance waters.Byron_Bay_Pale_Lager_Carton_6_x_4_330ml

“While it’s very easy to point the finger at beers such as CUB’s outright deception with Byron Bay Lager, or LION’s highly dubious labelling of Kosciuszko Pale Ale, they can quite rightly point their fingers at smaller brewers who have taken the ‘we don’t hide it, but we just don’t advertise the fact’ line when it comes to own their own contract brewing.kosciuszko

“It really doesn’t matter to the quality of the beer, but the unwillingness to be open gives everyone the right to hedge a little and that hurts craft.

Unwillingness to be completely upfront .. lowers the craft bar
“While in one sense I can understand their thinking, it’s the craft brewers’ own unwillingness to be completely upfront that allows the debauching of the craft beer market by the likes of Coles’ Steamrail brand for example: indeed one beerlines used in earlier posts.

new dan murphys_1480

“When Coles can point to their product and say, quite honestly, that it comes from the same brewery as Mountain Goat’s Steam Ale and Summer Ale, and Mountain Goat offers nothing to differentiate their beer .. well, it lowers the craft bar. Read more…

01 February
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Beer biffo: a great start to 2013

Forget the surprise election announcement!

It was beer biffo that captured the news. Perfect timing to kick-start beerlines for 2013.

The biff? Hardly missable across the fraternity – but too juicy not to recap.

Through Australian Brews News, editor Matt Kirkegaard maintained a constant barrage of challenges to CUB/SAB-Miller over the matter of Byron Bay Pale Lager’s provenance.

[He’s still nudging them painfully in the ribs about Crown Lager’s increasingly mysterious heritage.]

In the one corner, with almost zero-tolerance, Matt pleads for complete transparency and authenticity regarding a beer brand’s provenance.

His plea, at heart, defends what he sees as the unique point-of-difference that most ‘real’ craft breweries have over the big guys when it comes to positioning in the market; that’s being small and acting small.

In the other, CUB/SAB-Miller says let the consumer decide.

It’s an epic stoush – although stereotypically big and bad verus small and good –  with some delightfully provocative language throw around; I just love Jamie Cook’s comment on CUB’s corporate comb-over. And as Jamie brews at Byron Bay with his Stone & Wood team, I suspect he has a keen interest in .. well .. CUB’s keen interest.

Craft Provocateurs
Brew News’ provocation of this debate will – eventually through the wonders of social media – nudge consumers to think more about the beer they’re drinking, or about to buy, which they believe is craft beer.

Not all – but some. Hopefully all opinion leaders.

Cheers!