Radio Brews News gets its Yeastie on
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Category: Features Tagged: Al Carragher, Great Northern Hotel, Radio Brews News, Sam Possenniskie, Stu McKinlay, tap contracts, Yeastie Boys
The news the Australian brewing industry reads
Matt, THANK YOU for your soap-box rant at the start about the new Tooheys Extra Dry “nocturnal migration” ad…I couldn’t agree with you more! (Please don’t apologise or hold back on such things in future…we need to expose this shit and educate whoever wants to listen!)
I heard people raving about this “awesome new beer ad”. When I finally saw it for myself…I was appalled! Is this really the type of behaviour that the beer makers want to promote? What would people say if all the deer were replaced by 20something men…?! Down here in Melbourne, we’ve had a turbulent two years of fighting through the association between alcohol – music – anti-social behaviour/violence. This Tooheys ad just kicks the mature enjoyment of beer in the guts by encouraging/allowing for the type of stupid drunken behaviour that seems to come with drinking excessive amounts of mass-produced “crisp” bland lager. Yuk. I guess they want to SELL SELL SELL so the big brewer wants us to drink MORE MORE MORE…’and please GET STUPID whilst you’re at it’…is that what they’re saving? It makes me sad & angry. No wonder the Government won’t listen to the craft brewers pleas for excise relief…because this seems to show all beer makes for bad behaviour. Hmmm. We are a smarter society than that! Time for us to step up the education endeavours across this Lion abused land! [/rant]
As for Al and The Great Northern Hotel…awesome pub, beautiful place, love it! I really appreciate Al’s work, massive CHEERS for him and his crew!
And many cheers as well to the Yeastie Boys! Sam and Stu are fantastic examples of the passionate, engaging, intelligent and friendly people that fill the small craft brewing industry. Their beers are original, enjoyable and experiential.
I am one of the massive fans of Rex Attitude. I love that enormous peat aroma kick and the subtle Belgian golden ale behind it. Can not wait to try some xeRRex! Cheers to beery innovation (where the innovation is about the BEER…and not the bottle or label or ad campaign…)
Love radio brews news, keep it coming!
Awww…. shucks!
Thanks James.
And thanks for having us Matt and Prof… very much looking forward to checking out The Great Northern when in Melbourne this coming May.
The Toohey’s ad reinforces the brewery brand values- carefully and strategically targeting 18-23 year old male adults classified as “beer is a badge” who drink to get drunk. It’s perfectly crafted for this purpose. It’s just as bad as Fosters desperate attempts to pretend to celebrate heritage by relaunching limited runs of old brands from old breweries they shut down, sold off and caste aside countless workers like Ballarat Brewing Co, Bulimba and so forth. Both brewery marketing departments are being entirely consistent- dumbing down their values and beers under-estimating mainstream beer drinkers. I think this is good. It totally insults mainstream beer drinkers and exposes the executives for what they are. Spineless marketers that will create opportunities for independent breweries by cutting their own throats. All the Craft Breweries need to do today is stop talking to themselves, get their act together and lift their quality consistency. A few new breweries like Thunder Road, Feral and others are capable of doing precisely that.