Beerlines

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

13 July
3Comments

Crown chases lost gold

So Crown Lager – or rather CUB’s Crown brand – has launched another line extension. This time as Crown Golden Ale.

The launch was well covered by the Herald Sun plus a solid review by Matt K at Australian Brews News (he has some unresolved issues with the Crown brand).

After the hefty consumer backlash to Crown Lager’s new taste (aka reformulation) as well as the failure of Crown Pilsner and Crown Gold, you’d think CUB would be treating Crown with more respect. Being gentle – softly softly – with such a key brand.

golden-ale-bottle-only

Crown Golden Ale in its black and gold livery

But no..

So .. this latest brand refurbishment for Crown prompts me to ask:

  • Is Crown Golden Ale filling an identified demand/niche or just line extending as CUB tends to do reactively when a brand is under serious pressure e.g. VB Original Ale?

Trend watching: OTL (other than lager)
Answer? Maybe it’s the strength of CUB rival James Squire’s Golden Ale.

Or could it be that CUB has spotted the trend in the UK where ‘golden ales’ are chalking up surprising growth in recent years?

The Guardian quotes Tesco ale buyer Chiara Nesbitt who notes: “Over the last five years ale has made a resounding revival as a flavoursome beer that is now appealing to a younger generation of beer drinkers. Golden ale with its light and refreshing taste is playing a major role in this revival as it is the beer lager drinkers first generally try if they want to switch to ale.” (my emphasis)

In support of this view, CAMRA (Campaign for Real Ale in the United Kingdom) defines golden ales as a “.. new style of pale, well-hopped and quenching beer developed in the 1980s as independent brewers attempted to win younger drinkers from heavily-promoted lager brands.” (my emphasis)

Sneaking its way into craft?
Many beer experts will claim golden ale as being a style which has its origins in, and is now ‘owned’ by, the craft beer segment. I tend to agree.

So is this just CUB nudging the style boundaries and giving a hat-tip to a popular craft beer?

I think so, but does it matter? Read more…

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…