No pumpkin-peach ale
House Beer. American Crafted Lager.
It doesn't look like a craft beer. It doesn't sound like a craft beer. On the market only since 2013, its first-ever advertising just released delivers a straightforward story: Beauty shots of the beer. A gentle knock on seasonal beers common among craft brands. A commitment to just one style, and no light version. Many generic-looking images, from happy drinkers to ingredients to brewing equipment to brewing guys. Tongue-in-cheek announcer. Lots of beer-cans-in-ice shots. A nod to its California hometown. Finally, a serious summary statement: "The perfect beer, pure and simple." In other words, craft beer that's just good beer.
This is the first anti-craft, craft beer.
It doesn't look like a craft beer. It doesn't sound like a craft beer. On the market only since 2013, its first-ever advertising just released delivers a straightforward story: Beauty shots of the beer. A gentle knock on seasonal beers common among craft brands. A commitment to just one style, and no light version. Many generic-looking images, from happy drinkers to ingredients to brewing equipment to brewing guys. Tongue-in-cheek announcer. Lots of beer-cans-in-ice shots. A nod to its California hometown. Finally, a serious summary statement: "The perfect beer, pure and simple." In other words, craft beer that's just good beer.
This is the first anti-craft, craft beer.
House beer is craft beer, but without the many overwrought peculiarities of the genre. No goofy label graphics. No smart-alecky brand name. No chocolate or grapefruit flavorings. Hipster-free, too (not a beard among any of the brewing dudes!) No overblown price point. After all, "house wine"--the reference point for the brand name--is defined as "relatively inexpensive wine sold in a restaurant."
Good wine without pretense, meet your beer cousin.
Good wine without pretense, meet your beer cousin.
House beer may well be yet another signal (beyond the segment's rapidly shrinking growth numbers) of the graying of the craft-beer phenomenon. Not just a low-price option, the brand appears to offer many of the good things associated with craft beer, while removing the aspects of preciousness and the sense of self-righteousness most craft beers have embraced. House really is the anti-craft craft. This is a classic positioning move. When everybody goes one way, there can be opportunity in going the opposite direction. Volkswagen is a classic example.
This is also a competitive coup. House beer can't be easily counter-punched by other craft brands. They have all embraced most of what House has removed from its marketing formula, not least of all top-shelf pricing. Which gives House beer an inviting opportunity all to itself.
Like an end-run, with nothing but open field ahead.
This is a craft beer brand to watch.
Like an end-run, with nothing but open field ahead.
This is a craft beer brand to watch.
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