Beerlines

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

02 February

Australian owned: does it make a difference?

Back after a sabbatical, I note Coopers Brewery signage re-emphasising its Australian ownership.

Not surprising in light of CUB and LION – the majority of the national beer market – now being foreign owned.

I question how much of an influence this appeal to national loyalty is with beer drinkers.coopers sign

Years ago national, or rather state, loyalty would have been far more important to the parochial beer consumer.

Not any more.

For a number of reasons, not least is so many brewery ownership changes and global brand swaps in recent years, consumers can barely keep up!

Ownership is no longer as influential
Who owns Corona or Cascade? Who owns Little Creatures or Löwenbräu? Who owns Stella Artois or Stone & Wood?

Who cares?

I doubt we’ll see again the outcry and consumer backlash created when the traditional big state brewers like Swan, Castlemaine Perkins, Cascade and others were bought by interlopers from interstate or overseas.
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I’m not dismissing loyalty – in this case nationalistic – as a marketing influence: albeit I think it a waning one.

But as modern beer consumers increasingly choose from an expanding personal portfolio of preferred domestic and global brands and styles to suit various drinking occasions, I question the value of putting too many marketing dollars behind appeals to Australian ownership.

Parochialism is not dead. It’s just not guaranteed state-wide anymore 
While Coopers is talking more about ‘national share’ and pitching itself against the foreign-owned big guys, many new and emerging craft breweries are securing solid local loyalty and support.

I mean really local: local local: micro local.

In many ways the beer market is coming full circle.

As the big breweries aspire to globalised ownership clouds, savvy craft breweries are reclaiming local grassroots.

And to that: Cheers!