Posts Tagged ‘Brrrrr’

The Great Myth

Wednesday, November 18th, 2009


I’ll be up front and honost. I’ve never fully understood the local businesses first mindset that seems to plague people these days. I’ve always thought of myself as someone that ascribes to the “what is good to me at the moment” mentality. So it should come as no surprise that I’d assert that the idea of little breweries fighting the big bad BMC is all a myth. How can I say this with certainty? Well let’s examine it.

First off, what is BMC? Beer right? But what kind of beer? Light American Lager. Now for someone who thinks all beer is the same this part won’t matter, but if you read this blog I’m assuming your not of that mindset right? Ok, let’s continue then. Now if BMC makes light American lagers what kind off beer do their consumers generally prefer? Who else makes the kind of beer those people consume? Prior to the last 10 years how many craft breweries can you name that made light lager? Generally craft breweries make IPA’s, Hefeweizens, Porters, Stouts… The list goes on. How many corporate breweries in America prior to the last 10 years made these styles?

The realtiy of the situation is that when craft beer came on the scene the only beer available that tasted similar were imports. It stands to reason then that craft beers battle was for imports share of the market. Granted craft beer had to make inroads into the market that consumed light lagers, but for a long time those consumers shunned craft beer. So why all the talk about a great battle between David and Goliath? Because it sells beer and strokes egos.

Granted it’s true that corporations eventually battled through advertising (remember the bitter beer face and less filling commercials?), and to a lesser extant litigation, but the damage inflicted by these tactics mostly served to slow craft beers initial inroads into the beer market. Where do craft brewers get off whining then about how we’re in a battle? Why do they shout from the mountain tops about how it’s a little guy with quality vs a stranger in the park with a trenchcoat, candy, and a van with no windows?

Interestingly enough we live in a time of merging craft breweries. Also just the other day I finally saw Widmers commercials for Brrrr, and it reminds me of the admen accusations leveled at BMC. Why in the face of all this do craft beer drinkers act like loyal little soldiers, affraid to call an expensive average beer for what it really is? It’s high time craft beer drinkers became consumers who were truly concerned about quality rather then brewery clicks. Average beer is average beer, wether it comes from a small brewery or from Anhauser.