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Archives for November 2007

Stella Artois’ Take On Their New Web Launch

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Those of you who have been following the online debate among beer bloggers regarding ethics which was sparked by e-mail many of us received regarding the new Stella Artois website launch will no doubt be intrigued by their latest press release, which was about the website re-launch. In it, they claim that traffic has increased twenty-fold since the re-launch.

Here’s the part I think many of you will find interesting:

Both the mainstream media community as well as the social media internet community have broadly praised the website, developed by Lowe Worldwide under the direction of the Global Stella Artois brand team, and it has been awarded ‘Site of the Week’ status by the FWA.

“The interesting thing is that people are also staying on our site much longer than industry average estimates of 45 seconds,” said Neil Gannon, Global Marketing Manager for Stella Artois. “In fact, the main site attracts a viewing time of four minutes, with many people watching the short La Bouteille film, which also serves as the navigation for the site, for well over five minutes. And 30% of visits to our site are through word of mouth, rather than search engines, which is a really nice compliment,”

Reader reactions on industry blog Ads of the World (which advised readers to put aside at least half an hour to view the site) included “Wonderful! Engaging and entertaining”, whilst “Captivating, original and exciting” was the reaction from Welcome to the Future whose readers gave the site 4.8 out of 5.0. Contagious Magazine called the site an “online epic”, whilst Clare Beale, Editor of industry publication Campaign magazine and contributor to The Independent newspaper in the United Kingdom, called the website “cunning” and “with an entertainment value that means that viewers will spend time on the site and return for more.”

My initial reaction is that it clearly shows how they intended to use the beer blogging community as well as the online community generally. But I’ve been drinking seemingly non-stop in Germany for the last two days, slightly sleep-deprived and wanting desperately to go to sleep so I’m in no condition to give this my usual overthinking. So instead I’ll ask you what you think about this latest press release from Stella Artois and whether or not it has any relevance or effect on our earlier dialogues?

 

A Cool, Blonde Drink of Offense

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Since I’m in Germany right now, this item caught my eye. It’s about the National Organization for Women (or NOW) singling out St. Pauli Girl’s new ad campaign as being “offensive to women.” Adrants described the new campaign as follows:

In its new campaign, dubbed “Drop Dead Refreshing,” St. Pauli Girl is playing a little game with us. Front and center in the brewer’s new print campaign is the image of a model Photoshopped to look like beer. As an added twist to the campaign, the model is said to be “renowned and popular” and those who care, can guess the model’s identity on the brewers website. Her identity will be revealed this spring.

St. Pauli Girl’s press release indicated the new ads would begin running this spring and I’m not sure when NOW weighed in with their offense. There are certainly ads at NOW’s website collection of offensive ads which I can understand them finding offensive with and with which I agree with their assessment. BUt I’m not so sire about the St.Pauli Girl ad. Here’s the ad reprinted below along with the caption from NOW’s website.

St. Pauli: A woman presented as a human beer bottle—now that should make you foam at the mouth. Once you’ve finished consuming her, should you just discard her like an empty beer bottle?

Here’s what I don’t understand. What makes NOW think the woman is being portrayed as a beer bottle? If your eyes aren’t enough, the press release makes it pretty clear that she’s not meant to be the bottle. She’s even wearing a dress made of beer, along with her entire body, except for hair which instead is, rather fittingly, the head of the beer. There at least two additional ads which make the case for her being beer rather than a bottle even more ironclad. As a result their analogy of discarding St. Pauli Girl after drinking her falls flat. I don’t think is necessarily the finest beer ad I’ve ever seen and St. Pauli Girl is not an especially wonderful beer, but I don’t see as the most egregious beer ad I’ve seen and it doesn’t rise to anywhere near Miller’s infamous mud wrestling ad.

We know sex sells. Men like it, but so do women. They just respond to its imagery in some starkly different ways. If you want to trigger sexual emotions in men or women you have to employ widely varying techniques to reach each gender. Does using sex in advertising by definition make it bad a priori? It seems to me that our proclivity to respond emotionally to sexual cues is deeply embedded in our nature and advertisers exploit that very human nature precisely because it’s so effective.

Advertisers are not generally speaking the most moral among us. They have a job to do and they do it pretty well but they rarely consider anything beyond their goal. As comedian Bill Hicks was fond of saying. “If you’re in advertising or marketing, please kill yourself. You are Satan’s little helpers and there’s no rationale for what you do. Go on. Kill yourself.” I guess what I always took away from that sentiment is that all advertising is essentially morally questionable because it uses whatever means necessary to achieve a goal and the idea that the ends justified the means was essentially taken for granted as an unquestionable foundation of the industry.

So I think their criticism of this specific ad comes down to the question of whether it’s better or worse than the general state of advertising. It doesn’t seem to me this is even the worst of the many questionable beer ads. First of all NOW seems to have misunderstood the ad by thinking the woman was being depicted as a bottle and then leapt to some self-serving conclusions that don’t really seem to be supported by the evidence. Is a great ad? No, not really. It’s better than some, worse than others. I realize as a man I’m ill-suited to decide what’s offense to women, but I don’t think that means whatever NOW says must be true just because they say so.

Forget Gatorade, Drink Beer

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football
As reported in England’s Telegraph, a new Spanish study has concluded that the best thing you can drink after playing vigorous sports is not Gatorade, but beer. Specifically, the study found that for the dehydrated person, beer helps retain liquid better than water. Wow, finally a good reason to work out.

Session #9: Music & Beer

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Our ninth Session, hosted by Tomme Arthur at the Lost Abbey Brewer’s Log, involves the pairing of beer with music, another subject near and dear to my heart. My original aspiration was a career in music, preferably writing, and once upon a time I played the saxophone and clarinet. What’s interesting about that is how common it is. There are so many brewers and beer people who are musicians that it’s harder to not find a brewing musician than it is to find one.

It’s almost five in the morning on Friday, and I have to get on a plane in a few hours for a trip to Germany. Couple that with the lost days in Pennsylvania to attend my great aunt’s funeral earlier this week and I’ve gotten myself more behind than usual. So instead of something new, I’m instead going to quote myself from a piece I did on beer and music for Beer Advocate magazine’s May issue.

Music has a way of getting under the skin and directly into our soul. It touches us in ways that seem almost magical. Hearing an old tune can transport us back in time and allow us to relive memories. A new song can infect us with a desire to dance, commune with friends or shout to the heavens. As German philosopher Friedrich Nietzsche quipped, “Without music life would be a mistake.”

Only beer can make this experience more intense. Alcohol is called a social lubricant for good reason. When enhanced by the inhibition-releasing power of beer, music comes alive and worms its way into our very being. As Nietzsche later wrote, “For art to exist, for any sort of aesthetic activity or perception to exist, a certain physiological precondition is indispensable: intoxication.” So it is that brewers provide an invaluable service to humanity’s progress and spiritual evolution. They create the catalyst that allows great music to flourish and they give all of us a simple way to enhance life’s pleasures. For this reason, music and beer go together like no others and create a combination that’s bigger than the sum of its parts. A good beer makes the music sound better and a good song cries out for a brew.

To the outsider, both beer and music seem to flow chaotically, yet both are very ordered and mathematical. The best of brewing is both art and science, and brewers who make a consistent beer are fastidiously organized. There is a precision integral to the process from how long the boil lasts to at what exact moment to add the hops and in what amount. So, too, music can be endlessly ordered into time signatures and tempos. For each, measures are very important. Both musicians and brewers express themselves as artists by putting a lot of themselves into their craft, be it a new stout or a new song. But beyond that, because of the nearly infinite combination of 12 notes and four basic ingredients, both pursuits are a kind of ordered chaos. It’s no surprise then, given these fundamental similarities, that many brewers are also musicians and many breweries have their own band. The same type of person is drawn naturally to both pursuits.

So no specific tasting this session for me, but really every tasting involves music as a backdrop so perhaps it’s not necessary. As no doubt will be shown time and time again in the posts that will appear for this session, beer and music are inextricably linked. My iPod is loaded with beer drinking songs and my brain is loaded with beer memories that are triggered by music. All I need is a beer to complete the cycle. But of course that will only make me thirsty for more music.

 

Magnolia 10th Anniversary Concert

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Magnolia Pub & Brewery on Haight Street in San Francisco will be celebrating their 10th anniversary next Monday in grand fashion at the Great American Music Hall. On November 5th they will host a concert for a mere 20 bucks with all manner of cool stuff going on with many surprises planned. It looks like it should be a great time.