Not many years back, craft-beer hipsters discovered and began embracing session beers, a term then new to most domestic beer drinkers. These beer aficionados pointed to British session ales as the genesis of a beer variety that's more drinkable, has lower alcohol levels, and so is better suited to beer-after-beer-after-beer consumption, or session-drinking. Now, as the NPR headline below says, these beers are definitely becoming more popular for two reasons: More drinking, less buzz.
Click the NPR logo for a link to the full article.
Some forty years ago, the power of this twin benefit was not lost on the major brewers. And while the crafties may hold BigBeer in low regard and prefer to ignore their successes, the major breweries' iterations of sessionable beer--namely light beer--grew to become the country's largest-selling beers.
Drink all day!
During the eighties and early nineties, Bud Light and Coors Light especially pursued ad strategies heavy on "sessionability." But because the word "session" was viewed by government regulators and a herd of lawyers as encouraging over-consumption or binge-drinking, a certain creativity was necessary. Even showing two-beer consumption was a definite no-no. So these two brands worked "party hearty" and a strong drinking-outdoors ethic as part of their own code for session drinking. And it worked.
Drink all day!
During the eighties and early nineties, Bud Light and Coors Light especially pursued ad strategies heavy on "sessionability." But because the word "session" was viewed by government regulators and a herd of lawyers as encouraging over-consumption or binge-drinking, a certain creativity was necessary. Even showing two-beer consumption was a definite no-no. So these two brands worked "party hearty" and a strong drinking-outdoors ethic as part of their own code for session drinking. And it worked.
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Inevitably perhaps, regulators and anti-binge-drinking advocates grew bolder, louder and more demanding, and these ad strategies were branded "irresponsible." Ever conscious of the corporate risk of being so characterized, BigBeer pretty much abandoned its session-beer advertising.
Drink All Day! Drink ALL DAY!
Years later, the same regulators who frowned on BigBeer's clever efforts to sell session beer chose instead to smile when craft brewers went the same route. As we noted earlier this year, the rules for the little guys were relaxed. Very relaxed. There's no more graphic evidence of how dramatic a change this was than the Founders beer shown here. Not only does "session" get printed right on the label, but the binge-y "All Day" brand name got through, too!
So has Big Beer simply left session appeals to the little guys?
It seemed so until we happened upon these internet-only ads. Somewhat under the radar, one BigBeer brand has created session-y ads. It's Anheuser-Busch's Natural Light, "Natty Light" to its fans. And it makes sense, too, since nobody ever drinks just one Natty Light!
While the brand isn't coming right out and saying "Drink all day," there's a definite session-drinking vibe in its latest work.
Years later, the same regulators who frowned on BigBeer's clever efforts to sell session beer chose instead to smile when craft brewers went the same route. As we noted earlier this year, the rules for the little guys were relaxed. Very relaxed. There's no more graphic evidence of how dramatic a change this was than the Founders beer shown here. Not only does "session" get printed right on the label, but the binge-y "All Day" brand name got through, too!
So has Big Beer simply left session appeals to the little guys?
It seemed so until we happened upon these internet-only ads. Somewhat under the radar, one BigBeer brand has created session-y ads. It's Anheuser-Busch's Natural Light, "Natty Light" to its fans. And it makes sense, too, since nobody ever drinks just one Natty Light!
While the brand isn't coming right out and saying "Drink all day," there's a definite session-drinking vibe in its latest work.
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Lots of daytime drinking situations. Young-guys kicking back. Production techniques that almost appear to have come from a lower-budget craft brewery. Multiple beers delivered; in one ad by the "beer bear," in another by a piñata donkey. Welcome back, Spuds "Natty" MacKenzie!
These Natural Light internet ads--some already approaching two million YouTube views--could still be improved. For example, why not tell folks what makes this particular brand a better choice for session drinking? Maybe reference its session-friendly pricing. Regardless, simply finding a way to address sessionablitity is a win for the brand. And for BigBeer.
Hey, craft beer guys: "Who's your donkey?"
These Natural Light internet ads--some already approaching two million YouTube views--could still be improved. For example, why not tell folks what makes this particular brand a better choice for session drinking? Maybe reference its session-friendly pricing. Regardless, simply finding a way to address sessionablitity is a win for the brand. And for BigBeer.
Hey, craft beer guys: "Who's your donkey?"
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