Not long ago, we suggested that a contributing factor to what we predicted would be the end of craft beer's epic growth run was BigBeer's return to product-distinctiveness selling. Said we: "BigBeer's product-distinctiveness messaging can only erode this once-exclusive advantage enjoyed by craft breweries."
Budweiser led that shift, and now Heineken follows up in its Benicio del Toro spokesperson campaign. And like Budweiser, the Dutch beer not only promotes its beer recipe, but goes a step further to tweak the preciousness of the craft-beer fascination with odd taste additives in beer. The suggestion? Real beer doesn't have fruit flavors added.
Call it "No pumpkin-peach ale, Dutch style."
Budweiser led that shift, and now Heineken follows up in its Benicio del Toro spokesperson campaign. And like Budweiser, the Dutch beer not only promotes its beer recipe, but goes a step further to tweak the preciousness of the craft-beer fascination with odd taste additives in beer. The suggestion? Real beer doesn't have fruit flavors added.
Call it "No pumpkin-peach ale, Dutch style."
Looking as if he'd come from central casting, Heineken's Global Brewmaster, Willem van Waesberghe (a.k.a. "Willy"), delivers a pitch-perfect response to del Toro's suggestion he "throw a dash of lemon sense, ginger root, or Wassabee" into the Heineken recipe. Says the very Dutch brewer: "No f*cking way."
BigBeer's strategic counter-punch: Recipe distinctiveness, and "Our beer's not fruity." Strategic counter-punching
It seems we're seeing BigBeer employ a bit of marketing jiu jitsu, flipping craft beer's penchant for odd, non-tradtional flavorings into a weakness. In Heineken's view, over-flavoring can't compare to a beer with "just three ingredients." In this, the Dutch brewer is adding its brand voice to Budweiser's "no pumpkin-peach ale" riff.
For years, craft brewers took competitive shots--frequently nasty, often untrue--at BigBeer with impunity. After all, they were the Davids slinging stone after stone at the dozing Goliaths of the beer business.
Turns out, those giants woke up. And it seems they've got a few boulders to hurl back.
It seems we're seeing BigBeer employ a bit of marketing jiu jitsu, flipping craft beer's penchant for odd, non-tradtional flavorings into a weakness. In Heineken's view, over-flavoring can't compare to a beer with "just three ingredients." In this, the Dutch brewer is adding its brand voice to Budweiser's "no pumpkin-peach ale" riff.
For years, craft brewers took competitive shots--frequently nasty, often untrue--at BigBeer with impunity. After all, they were the Davids slinging stone after stone at the dozing Goliaths of the beer business.
Turns out, those giants woke up. And it seems they've got a few boulders to hurl back.
Craft beer sales update from Beer Marketers Insights: "... sales turned much softer for craft in recent months. Volume up just 6% for 12 weeks through April 17 in IRI multi outlet and convenience, (up) 4%* for 4 weeks." Six of top seven Brewers Association-defined craft brands down, some way, way off."
*More recent comparable 4-week number is +2%.
*More recent comparable 4-week number is +2%.
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