Barley Mowat 

Focus on the LDB V

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It’s been a few weeks since we last took a look at the LDB’s advertising strategy, and I’ve just noticed that they’ve updated the website with a slew a of new ads.

So, let’s see here, they have… holy shit. There’s beer here. On the main rotator, even! Except… well… it’s Coors Light…. sharing space with Miller Genuine Draft… and cheap awful wine. Sigh. Fine, let’s get out the calculator.

Total Ads: 7

Wine: 4
Liquor: 0
Beer: 0
Mixed: 2
Corporate: 1

The “Mixed” category means these ads are for multiple product types, and those break down as follows:

“Savvy Shopper” Ad:

Wine: 8/15 (hmm… can Toscano Rosso be considered strictly “wine”, per se?)
Liquor: 5/15
Beer: 2/15 (I know, I know)

“Taste Magazine Winter Edition”

Wine: 169
Liquor: 28
Beer: 0

I think that last one is the most insulting. Taste Magazine is supposed to be the LDB’s premier tool for highlighting all that is great and awesome about booze in BC. This issue runs a colossal 188 pages and features 197 different products, yet not one single feature is dedicated to beer of any sort, Coors Light or not.

Think about that. Someone, somewhere, was scouring their database for products to feature in fucking WINTER and they decided to add the one hundred and sixty ninth wine before even considering resorting to beer. Here’s a hint, guys, if you search the LDB database for “Winter” you get 31 hits, 22 of which are beer–maybe some of those would work out well in a magazine about winter booze? I’m just throwing the idea out there, is all.

It would appear that the only ads the LDB thinks beer drinkers want to see is when their favourite shite macro is on sale. Oh well, so where does that leave our running totals?

Liquor: 9 (+0.48 rounded up)
Corporate: 11 (+1)
Wine: 23 (+5.39 rounded up)
“Beer”: 0.27 (+0.13)

Now, why did I round up Wine and Liquor but not beer? Is this me skewing the results to make things look worse than it really is? Or is this me not bothering with small decimals on numbers over 20? Tell you what, when beer breaks 1.0 I’ll let you know.

And lastly, the whole “Please focus on beer” aspect of this argument doesn’t make sense unless there actually IS beer to focus on. So LDB, here are three great beers you’re listing RIGHT NOW that could have been in Taste Winter or any of your ads if you’d even considered beer a product worth talking about in any way shape or form, and each one comes from that search for “Winter” that no one thought to do for your “winter” magazine.

Beer 1: Dead Frog Winter Beeracle

Is the Frog alive? Fearless made us wonder what would next appear from the undisputed “Best Brewery in Langley”, and this is that beer. I haven’t tried it, and therefore the jury is still out, but maybe you should taste it before I rant about it/praise it and flavour your judgement.

Price: $4.99 for 650ml
Availability: Widely Available

Beer 2: Hopworks Abominable Winter Ale

But you know what I have tried, and is excellent? This guy. The LDB’s recent habit of carrying one or two beers from Hopworks has made me very happy, and this beer started it all last year. As you might expect, it’s a more hop-forward take on the usually very sweet style of Winter Ale, but not so much as to make it a “Winter IPA,” should such a thing exist…. I just came up with the best idea for a beer ever!

Price: $6.25 for 650ml
Availability: Widely Available

Beer 3: Lost Coast Winterbraun

Points for crazy bottle artwork are definitely merited here, but also for a delicious brown winter ale. A slightly tweaked version of a normal brown ale will leave you wondering where brown ales end and where winter ales start (usually in the spices… aw crap, I just spoiled it for you, didn’t I?)

Price: $4.85 for 650ml
Availability: Widely Available

Written by chuck

January 9th, 2013 at 4:06 pm

Posted in Beer and You

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