Craft brew in trouble???

aubiecat · Mar 27, 2012

Triple filtered? What is wrong with a beer that needs triple filtering?

VTDuffman · Mar 27, 2012

doctorRobert said:
Laugh all you want but craft brewers are guilty as well with gimmicky marketing. Most of you are just blind to it since they're marketing towards you!

But look at all the clown shoes beers, or Ruthless Rye by SN, plenty of gimmicky marketing and buzzwords flying around the craft beer scene as well.

I'm sure the beer is tripled filtered, I'm sure miller lite is triple hopped, it's not their fault their consumers are uneducated. Ask the normal person what brewing beer means, and they'd probably think of fermentation not the boil - I bet Coors and guiness black lager are fermented cold.

I don't see how Ruthless Rye is gimicky marketing. That's just the name of the beer, they're not pretending like they have some sort of specialized strain of rye that is "ruthless" and therefore better or anything of that nature.

The whole point of mocking things like "triple hopped," triple filtered," "cold brewed," things of that nature is all they are doing is saying things that everyone does and pretending like it's special.

There's a whole great scene in the first episode of Mad Men that plays on this. Basically, they can't advertise the health benefits of cigarettes anymore so they need to come up with a new campaign for Lucky Strike. Don Draper asks the president of Lucky Strike to describe the tobacco making process and he does, Don grasps on the fact that they toast their tobacco.

Well, there you have it - "Lucky Strike, It's Toasted"

Perplexed, the guy says that everyone's tobacco is toasted, to which Don replies "No, everyone's tobacco gives you cancer, yours is toasted."

The whole point is that once you claim something that everyone does as somehow unique to you, they can't advertise that they do it too, because the impact will be lost. You didn't actually do, or change anything, but you are pretending like you are. That's the heart of marketing. When these people come out and tell you that their beer is "triple hopped" all they're basically doing is saying "It's toasted."

I don't feel like giving a product a silly or catchy name is an apt comparison.

RyanWeary · Mar 27, 2012

BrewMU said:
Quality?
Hear me now: Barring a quantum leap in beer technology based on fundamentally new science, a discovery capable of expanding the boundaries of beereality as we know it, a fundamental uncovering of core physical principle until now undreamed of - in short, gentlemen, until MAN ACHIEVES QUAD FILTERING CAPABILITY, Bud Light Platinum is the Brewing Arts most perfect creation.

I LOL'd

Alchemy · Mar 27, 2012

TopherM said:
I'm working on a BMC beer that is Tiple Hop Brewed, Cold Filtered, has Six Blades, and gives you Three Minute Abs!

I call it Sham Wowweizen.

I'd drink it!

But wait! There's more!