Brookston Beer Bulletin

Jay R. Brooks on Beer

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Hey Mabel, Take Me Out To The Ball Game

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baseball
I confess that I’m not much of a baseball fan. When I was a kid I rooted for the Baltimore Orioles and Brooks Robinson was my favorite player. But since heading west, as a young man, I’ve paid little attention to Major League Baseball. I used to attend Giants’ games at Candlestick with friends, though primarily for the tailgating (and in fact occasionally never even went inside to see the game). But since I have so many friends back in Dutch Wonderland — a.k.a. Eastern Pennsylvania — that I’m now in touch with more regularly, thanks to social media, I find myself cheering for the Phillies. But that’s neither here nor there.

Yesterday, you may recall, I listed my top 10 favorite beer slogans, including Carling Black Label’s “Hey, Mabel” campaign. Last night, while visiting a music website I frequent, I chanced upon an interesting tidbit regarding both “Hey, Mabel” and baseball. Here’s what the website had to say about it in a post that included old records sung by both Dizzy Dean and Don Drysdale:

One connection between the days of old [baseball] and today is the persistence of beer advertising. When I was a young fella, too young to drink the stuff, baseball broadcasts in our local market and some others were sponsored by Carling Black Label Beer. Throughout the 50s and into the 60s, Carling used the slogan “Hey Mabel! Black Label” and an associated jingle to sell the goods. “Hey Mabel!” was sung to the “salt peanuts” figure — apt for a beer, I’d say.

This campaign was concocted by Carling’s ad agency, Lang Fisher & Stashower. Sometime in the early 50s, the agency prepared a 78 of the music, containing two instrumental versions of the Hey Mabel theme and the Carling Black Label jingle. One was a dance band version, which combined the Carling material with Take Me Out to the Ballgame, the other a Dixieland arrangement as played by a number of well-known LA musicians. There are no vocals on the record, so my guess is it was sent to the radio stations carrying the baseball games for use as filler before breaks, as was the practice on radio stations at the time.

Here’s the 78-rpm record (remember those?).

hey-mabel-78

And you can hear the medley below. It’s not exactly a cutting edge big band arrangement, even for the mid-1950s, but there are some interesting elements and I like the “Hey Mabel” bridges between the different treatments of Take Me Out To The Ball Game. Enjoy.

brookston-baseball

And Go Phillies!

Chess & Beer Don’t Mix

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While many sports and games are invigorated by adding a few tasty beers, such as poker or ping pong, not all of them are so enhanced. Take chess, for example. It seems self-evident that clouding one’s mind with alcohol would take the the much-needed edge off your game. But I guess it’s not as obvious I might have supposed.

Reuters is reporting that French Grandmaster Vladislav Tkachiev, the 58th highest ranked player in the world, showed up drunk earlier today to play a match at an international chess tournament in Kolkata, India. According to Reuters, eleven moves into the game, “he could hardly sit in his chair and soon fell asleep, resting his head on the table.”

India’s Praveen Kumar was awarded the win on technical grounds, as Tkachiev was “unable to complete his moves within the stipulated time of an hour and 30 minutes.” I guess it’s hard to play chess when you’re passed out asleep. Although reprimanded for his, uh, performance, he will be allowed to complete the tournament.

When I was in high school, our chess team actually lobbied successfully to have their game declared a sport, with an eye toward having cheerleaders at the matches. The chess cheerleaders never materialized, but it occurs to me that they might have done wonders to keep Tkachiev awake through his match. Out of curiosity, do spectators at high level chess tournaments drink beer while watching the chess matches?

Brookston Beer Bulletin Fantasy Football Season 2008

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I tried this last year and it seemed to work out pretty well. I think everyone involved had a good time so we’re back again this year with some fantasy football.

NFL Football is pretty much the only major sport I pay much attention to these days. Of the arguably four major sports (baseball, football, basketball and ice hockey) it’s the only one I think that goes well with craft beer. Hear me out. I know you can get decent beer at most sporting events if you’re willing to pay a premium price and do some extensive searching around the park, stadium or whatever. But baseball is played in the summer months and both basketball and hockey are indoor sports so all three tend to favor warm weather light beers, the kind made in vats the size of Montana. Football, on the other hand, is usually played outdoors in the dead of fall or winter, in rain, sleet or snow, with the wind whipping through the frozen tundra turning everyone into human Popsicles. That’s the perfect time for a nice warming barleywine, doppelbock or Belgian tripel. Or perhaps a thick Imperial Russian Stout, an über hoppy Double IPA or even a nice Wee Heavy. Now those are football beers. Yum.

Despite having grown up in Pennsylvania, I’ve been a Green Bay fan my entire life. But after the Lombardi years, the Packers went through a twenty year drought that made my enthusiasm for the game pretty hard to sustain. It’s hard to keep rooting for a team that never wins, especially when all your friends are 49ers fans, it’s the Montana/Young era and they rub it in your face at every opportunity. But finally in the early nineties, Brett Favre joined the team and they finally started winning again. And ever since it’s been fun again to follow football. This year, with Favre at the New York Jets, I’ll have two teams to root for, though if they play Green Bay it’s no contest: Go Pack!

So I’ve set up two free Yahoo fantasy football games, one a simple pick ’em game and the other a survival pool, and you’re invited to play along. Up to 50 people can play each game, so if you’re a regular Bulletin reader feel free to sign up. It’s free to play, all you need is a Yahoo ID, which is also free. Below is a description of each game and the details on how to play.

Pro Football Pick’em

In this Pick’em game, just pick the winner for every game each week, with no spread, and let’s see who gets the most correct throughout the season. All that’s at stake is bragging rights, but it’s fun.

In order to join the group, just go to Pro Football Pick’em, click the “Sign Up” button (or “Create or Join Group” if you are a returning user). From there, follow the path to join an existing private group and when prompted, enter the following information…

Group ID#: 29057 (Beer Bulletin Pick’Em)
Password: bulletin

Survival Football

If picking all sixteen football game every week seems like too much, then Survival Football is for you. In Survival Football, you only have to pick one game each week. The only catch is you can’t pick the same team to win more than once all season. And you better be sure about each game you pick because if you’re wrong, you’re out for the season. Last man standing wins.

In order to join the group, just go to Survival Football, click the “Sign Up” button and choose to “Join an Existing Group”, then “Join a Private Group”. Then, when prompted, enter the following information…

Group ID#: 8612 (Beer Bulletin Survival)
Password: bulletin

 

Beer Marketing in Your Underwear?

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Yesterday’s World Cup match between the Netherlands and the Ivory Coast must have been quite a spectacle. As widely reported, over a thousand Dutch ticket holders arrived wearing orange lederhosen bearing the name of a Dutch brewery. Read that sentence again. Notice anything strange about it? Because it’s exactly the way this story has been reported by all but one or two news organizations. What’s missing is the name of the brewery, which was Bavaria NV. As revealed by IPKat, “For the record, most media – presumably because they benefit handsomely from Budweiser’s vast advertising budget – coyly refuse to tell us the identity of this Dutch upstart.”

bavaria

So anyway, over a thousand Dutch fans show up wearing orange lederhosen with the beer brand name Bavaria on them. Dutch soccer fans traditionally don all things orange before games of their beloved “Oranje,” which is the nickname of the Netherlands national team and the distinctive color of their uniforms. So there’s nothing necessarily odd in that, and this is, after all, the biggest soccer tournament on the planet. But officials at the stadium in Stuttgart ordered them to remove their lederhosen or they would not be allowed to enter the stadium to see the game, despite having paid for their tickets. The majority simply removed them and went into the match and watched it in their underwear.

lederhosen

You can buy your own pair of orange lederhosen at the Bavaria online shop. They only cost about eight bucks, plus shipping. Or you can buy a twelve-pack and get a free pair. “The idea is supposed to be a gentle mockery of the Germans’ penchant for real lederhosen during the World Cup period. The lederhosen also feature a tail and a lion motif — the national symbol of Holland. So far over 250,000 pairs of lederhosen have flown off the shelves and they have become a cult item among Dutch soccer fans.”

Given that the lederhosen have long been available from the brewery and they are perfect for the rabid soccer fan, I don’t really see the problem. Go to any football game in the U.S. and you’ll see countless fans wearing their team’s colors in all manner of available merchandising paraphenalia. Is it really that much of a stretch to imagine in a succesful marketing promotion many people wearing the same item to a game. In a stadium the size of Stuttgart’s (seating is 52,000) is a thousand people wearing the same team promotional item really that hard to believe?

Even if it is to hard for you to believe, so what if the brewery gave away the lederhosen or made it very easy to obtain them? Companies have been doing that since Adam Smith first used his invisible hand to avoid a “hand ball” foul. If more of them actually wore them to a game than anticipated, they should be pleased as punch, and FIFA and sponsor Anheuser-Busch should shut the hell up about it. That’s just the market for you.

But that’s not what they did, of course. Instead, they took a different tack.

“Anheuser Busch’s Budweiser is the official beer for the tournament and world soccer’s governing body fiercely protects its sponsors from brands which are not FIFA partners. Markus Siegler, FIFA’s director of communications, said at its daily media briefing yesterday that the governing body was alert to the kind of ‘ambush’ marketing Bavaria had attempted.

From the Yahoo UK article:

“Of course, FIFA has no right to tell an individual fan what to wear at a match, but if thousands of people all turn up wearing the same thing to market a product and to be seen on TV screens then of course we would stop it.

“I don’t know exactly about what happened in Stuttgart, but it seems like an organised attempt to conduct a mass ambush publicity campaign was taking place.”

Peer Swinkels of the Dutch brewery told Reuters by telephone it was “absolutely ridiculous” and “far too extreme” to order the fans to take off their lederhosen and said the brewery had complained to FIFA.

“I understand that FIFA has sponsors but you cannot tell people to strip off their lederhosen and force them to watch a game in their underpants. That is going too far.”

Also from IPKat:

Said FIFA: “Anyone can wear whatever they want, but if a company tries to carry out ambush marketing, FIFA must prevent that happening. In common with the IOC (International Olympic Committee) and UEFA, we do not tell individual supporters what to wear, but … FIFA has already won a court case against a beer manufacturer who tried this sort of thing”.

What this means is “Anyone can wear whatever they want, if FIFA says so”.

American beer Budweiser and Germany’s Bitburger are thus the only beers that can be sold, or even worn by spectators, in the 12 World Cup stadiums. The IPKat wonders what FIFA would have done, had the offending garments been t-shirts worn by thousands of young ladies.

PR Professional John Cass had this to say about how the incident will likely effect Anhesuer-Busch:

I think FIFA just created a public relations disaster for Anheuser-Busch by requiring 1,000 Dutch football supporters to remove their trousers when entering an international football match.

FIFA thought that the bright orange trousers represented a “marketing ambush” tactic. FIFA officials blocked entry to the stadium of any Dutch fans wearing the trousers, rather than miss the game 1,000 fans took off their trousers and watched the match in their underwear.

I think the FIFA officials have lost sight of the boundaries between business and common decency. As for Anheuser-Busch, I would not want to be the PR Manager today. This sort of protection of Anheuser-Busch’s sponsorship by FIFA surely cannot be endorsed by the company, otherwise Anheuser-Busch will be remembered this World Cup as company that took 1,000 Dutchmen’s pants away from them.

FIFA might be right that the Dutch company’s marketing tactic ambushed the World Cup stadium. But in the end what matters most in marketing terms is how a company’s brand it perceived through its marketing efforts. I’ve been searching through the web this evening, and it’s not looking good for Anheuser-Busch. Most comments are from Europe, and the majority of the posts are either incredulous or negative about the incident, for Anheuser-Busch:

I say “tough luck corporate sponsors”, money shouldn’t be able to buy the right to subject people to this kind of indignity. At the very least these people should have been offered alternative netherwear. In fact I think they should sue the sponsor who insisted on this and campaign to boycott their wares. So watch out Budweiser, I’m off Bud now (Nouslife Blog).

Where’s all this World Cup goodwill?

… and I always thought it wasn’t the winning that was important, but the taking part (No Offence Intended).

The PR disaster that is Budweiser’s sponsorship of the World Cup gets worse (CMM News).

The Netherlands beat Ivory Coast 2-1. I think I’ll be rooting for them in their next match, which of course I’ll be watching wearing nothing but my underwear with a nice cold Bavaria Beer by my side.