Here's some bad news for beer drinkers who like to see half-naked women wrestling in the mud, or flatulent horses, in TV spots for their favorite brands. Top brewers apparently believe that kind of
advertising/marketing strategy, traditional for the category, is doing more harm than good. In an effort led by national brewing powerhouse Anheuser-Busch, beer marketers are talking about the need
to enhance their image among younger consumers and make beer a more sophisticated beverage of choice. "We've marketed our way into this problem," says Tom Long, Miller Brewing Co.'s chief marketing
officer, "and we can market ourselves out of it." The strategy is for the beer industry to develop the equivalent of the dairy industry's "Got Milk" campaign.
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