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January 30, 2013 by 250 Beers


Since my blog post yesterday surrounding the ‘dressing up’ of mass-produced ‘Supermarket Beers’ as craft beers, a supermarket giant has taken the unprecedented step of making a media release via this blog.

And here it is in its entirety:

Media Release Jan 30 2013

There is currently a certain amount of outrage being aired amongst Australia’s beer-loving community. Amongst other things, one key issue is the way that Coles and The Australian Beer Connoisseurs appear to be misleading the public in their marketing of Steamrail Brewing Company beers.

We have listened to what people are saying and are pleased to announce that we will be undertaking a re-labelling exercise for all bottled beer that has not yet been distributed. Moving forward, the new label design will be applied to all new bottling from midnight tonight. Unfortunately, all current shop floor stock will bear the existing Steamrail branding which looks like this:

steamrailFrom next week, shoppers at retail outlets such as First Choice Liquor, Liquorland and Vintage Cellars will be greeted with stock of ‘Ghost of Eyre’ Pale Ale, ‘The Gold Digger’ Golden Ale and ‘Lucky Amber’ Amber Ale that will look like this:

coles beersWe hope that this will appease the minor uproar that exists in certain quarters of this fine beer-drinking nation.

The above media release is fiction. Complete fabrication on my part of course.

But can you imagine Coles making that move? No, neither can I. One thing is for sure though….no amount of research is needed to tell me that if Coles’ beer did actually bear a home brand look and feel, they wouldn’t sell nearly as many cartons of beer.

Crafty marketing at its best right?

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