Happy “Independence Eve” everybody. If you’ve never heard of “Independence Eve,” that’s because Newcastle Brown Ale made it up. But it’s so brilliant, I’m going to start observing it, and maybe even will start a tradition of drinking a British ale every July 3. Perhaps even a Newcastle Brown Ale just to say thanks for this hilarious series of ads.
There’s maybe fifteen ads on YouTube or at the dedicated website Newcastle set up for the promotion: If We Won. The latest is below, though I’d encourage you to go back and watch them all. Here’s the most recent one, and they keep adding news ones every few hours.
And here’s another favorite one, with Britsh comedian and writer Stephen Merchant. There’s also ones with Elizabeth Hurley and Zachary Quinto. You can check out all fifteen (at last count) at Newcastle’s YouTube channel.
AdWeek has a story about the advertising campaign, Newcastle Ambushes July 4 by Inventing ‘Independence Eve,’ Celebrating British Rule The Redcoats Get Revenge. From the article:
British brands, understandably, don’t have much to say around the Fourth of July—until now. Newcastle Brown Ale, among the cheekiest of U.K. marketers, has turned America’s most patriotic holiday to its advantage by inventing a new, completely made-up holiday: Independence Eve on July 3. The idea of the tongue-in-cheek campaign, created by Droga5, is to “honor all things British that Americans gave up when they signed the Declaration of Independence,” Newcastle says.
“Newcastle is a very British beer, and needless to say, it doesn’t sell that well on July 4. So why not establish it as the beer you drink on July 3?” says Charles van Es, senior director of marketing for Heineken USA portfolio brands. “Unlike the Redcoats in the 18th century, we’re picking our battles a little more wisely. By celebrating Independence Eve, we’re taking liberties with America’s liberty to create a new drinking occasion and ensuring freedom on July 4 tastes sweeter than ever.”
But not to worry, they’re returning to American beer promptly at the stroke of midnight, when it’s no longer Independence Eve, but officially the Fourth of July, and Independence Day.
Sunday’s Father’s Day ad is another trade ad by the United States Brewers Foundation, from 1956. This is #96 in the “Home Life in America” series, part of the Beer Belongs campaign by the USBF. It originally ran in prominent magazines in late June and early July of 1954. The artwork was by Douglass Crockwell, a well-known illustrator of the day, and was entitled “Dad Takes On All Comers.” And Dad’s sport of choice?: croquet. BUt he may have met his match. His daughter, one presumes, is going for the peg, as Mom shushes the crowd so she can concentrate on beating Dad. You have to admit, that’s a pretty impressive back yard. But who puts the barbecue right next to a tree? If I’m not mistaken, trees are what they make firewood out of.
Today is the first day of Men’s Health Week, which is an international effort “to heighten the awareness of preventable health problems and encourage early detection and treatment of disease among men and boys.” In the week leading up to Father’s Day, health organizations around the world celebrate International Men’s Health Week, including our our own CDC.
Rick Lyke’s wonderful Pints for Prostates has been “Reaching Men Through the Universal Language of Beer” since 2008, when Rick launched it after he was “diagnosed and successfully treated for prostate cancer.”
Pints for Prostates is using the occasion of “Men’s Health Week,” and the observance of Father’s Day, to ask people to focus on Dad and how he is taking care of himself. At the events they attend they regularly meet men in high risk groups that still do not know that they need to get tested. In addition to funding their awareness mission, they put donations to work providing free men’s health screenings in partnership with the Prostate Conditions Education Council and they help fund the support groups for men and families fighting prostate cancer through a partnership with the Us TOO International Prostate Cancer Education and Support Network.
Most people do not realize that 1 in 6 men will develop prostate cancer and that this number is 33% higher than the 1 in 8 women who will face breast cancer. Last year we lost 30,000 men in America to a disease that is nearly 100% survivable when detected early and appropriately treated. Every week about 4,500 men in America hear the words “You have prostate cancer.” The nation’s leading prostate cancer organizations urge men to get screened starting at 40 years old, or at 35 if you have a family history of the disease or are African American.
Pints for Prostates is focused on getting men to take charge of their health. Their message to guys is simple:
- Get Tested
- Live Longer
- Drink More Beer
Today’s beer film is a short break from featuring the Michael Jackson Beer Hunter series, which will conclude tomorrow. Because it’s April 1, our video today is one from my friend and colleague Marty Jones about Cask Brewing Systems — the Canadian company that started microcanning — and their latest innovation: the Self-Refilling Beer Can (SRBC). According to the press release, “The SRBC is a unique Cask invention that enables consumers to refill empty beer cans with the beer that was originally packaged in the SRBC.”
More from the press release:
The can has the potential to significantly change the canned craft beer segment.
“We’ve been providing innovative equipment to craft brewers since the 1980s,” says Cask president and founder Peter Love. “We’ve also been helping craft canners since 2002. But this may be the most innovative thing we’ve ever done.”
“For years,” Love says, “we’ve touted the fact that aluminum cans are infinitely recyclable. Now we can say they are infinitely refillable.”
The can was developed at Cask’s brewing research laboratory with the help of Professor Phelyx, a Denver, Colorado microcanning scientist.
“This can has incredible benefits for craft brewers,” Phelyx says. “The Self-Refilling Beer Can allows breweries to increase their beer production without
having to actually produce more beer.”
To create the SRBC, Phelyx and Cask experts first created a unique resealing mechanism called the Lid Occlusion Lock (LOL) that reseals an opened can when the consumer gently rubs the can’s opening with their finger.
Once the lid is resealed, the beer drinker then lightly shakes the can to activate the In-Can Brewing System (ICBS) that then “rebrews” the original beer that was packaged in the can.
“Perfecting the ICBS was the crucial step in creating the Self-Refilling Beer Can,” Phelyx notes. “Once we were able to make that work, the Self-Refilling Beer Can went from a dream to a reality.”
In addition to providing a lifetime of craft beer to consumers, the SRBC has other benefits.
“It will quickly shrink the packaging costs for our customers,” says Cask’s Jamie Gordon, “and eliminate any waste from dented cans prior to filling. It could eliminate the need for beer can recycling, too.”
The initial response from retailers to the SRBC has not been favorable. “The lost sales alone would be devastating to my industry,” says Ron Vaughn, of Denver, Colorado’s Argonaut Wine & Liquor. “We don’t want to see it in the market.”
To address these concerns, Cask is developing a royalty system that will compensate retailers for any losses from the SRBC.
Cask officials are releasing the first samples of the SRBC to the craft brewing industry on Tuesday, April 1.
Cask officials are not divulging the price of the cans.
Cask Brewing Systems invented the beer industry’s first microcanning equipment in 2002. Cask now supplies a range of affordable, compact, high-performance canning systems to small-scale breweries and packagers worldwide.
Cask has installed over 300 canning lines in 20 countries, and is the official supplier of Ball Corporation printed aluminum cans for its Cask customers.
In case you didn’t know, today is “The Day of the Dude,” a holiday in Dudeism, in honor of the cult classic, The Big Lebowski, so today’s beer video is a scene from the film. It’s one of the few in the movie in which Lebowski (played by Jeff Bridges) is drinking a beer, in this case the fictional Meichtry Draft Beer while driving and smoking a joint. The soundtrack to the scene is Creedence Clearwater Revival’s “Lookin’ Out My Back Door.” Abide.
Over in Gobbler’s Knob, in Punxsutawney, Pennsylvania, Phil the Groundhog — a.k.a. Brewhog — raised up his head this morning and looked around, and this year saw his shadow everywhere he looked. You know what that means. It’s six more weeks of drinking winter beers this year. Or something about a late spring, I can’t keep it straight. You can see a video of Punxsutawney Phil here. And there’s more information about Groundhog Day at the Punxsutawney Groundhog Club.