Change the public image of beer

Related tags Beer British beer & pub association

The Morning Advertiser is backing an industry campaign to boost the reputation of beer and improve standards of dispense in pubs. This week Paul...

The Morning Advertiser is backing an industry campaign to boost the reputation of beer and improve standards of dispense in pubs. This week Paul Hegarty, communications director for Coors, suggests ways to change outdated perceptions of beer Drinking patterns and habits have changed enormously over past decades. The session beer drinker visiting the pub or club every day to consume five or more pints is largely a thing of the past. People are increasingly drinking at home, with food, and drinking occasions are rarely the "men only" events of the past. People are looking for healthy lifestyles; they are drinking a greater repertoire of drinks depending on the venue and occasion. Beer has to shed its image of men in cloth caps drinking warm, flat pints and become aspirational to today's drinkers. Wine has successfully reinvented itself over the past 30 years. In the '70s, it was seen as a rather pompous and inaccessible drink for middle-class, middle-aged men. Now it is drunk by all ages, all classes and more women drink wine than men. British Beer & Pub Association data shows that wine sales have more than doubled over the past 20 years. Is this a problem for beer? The answer depends on how brewers react. The increased popularity of wine is a competitive threat for beer, but it does the raise the question ­ can we achieve a similar image makeover for beer? The answer is undoubtedly yes. But it won't happen by accident. There are many unattractive images of beer ­ chemicals, lager louts, and beer bellies. As an industry we have allowed these negatives to gain common parlance without challenging them. All beer is made from natural raw materials: there is no such thing as "chemical beer". All beer is real ­ not just cask ale! Yes, there is a minority of beer drinkers who drink too much and cause trouble, as do drinkers of many other categories. How many so-called "lager louts" are actually fuelled by alcopops or vodka? We need to work together to promote responsible beer consumption ­ by all means enjoy a couple of beers but stay in control. Carling ran adverts on Scottish TV in the run-up to Christmas where the managers of Celtic and Rangers encouraged drinkers to "Enjoy your night. Take it easy". Alcohol responsibility is not a threat for the industry but an opportunity. People are far more likely to visit pubs if they know that they are not going to be full of drunken bingers! Scientific research clearly shows that beer is no more fattening than wine; so-called "beer bellies" are really symptoms of an unhealthy lifestyle. We need to show people how they can enjoy a beer and still be healthy and look good. For example, drinking beer in moderation, taking regular exercise and cutting back calorie and fat intake. Johnny Wilkinson is a far more inspirational role model than Johnny Vegas! Who is going to communicate these messages? For it to be effective, we all need to be involved at a variety of different levels. Several companies now have their own campaigns to build the image of the category, such as our own "Beer Naturally Campaign". We have arranged beer and food events with sommeliers at Michelin-starred restaurants; we have held dinners to show the historic and present day importance of beer and brewing; and we have initiated a harvest supper for MPs to demonstrate the contribution of beer to their country. We have also been working on explaining the benefits of drinking beer in moderation. We even helped with an item on the "myth of the beer belly" on the Richard and Judy TV show. Many companies have joined together for co-operative ventures such as the IFBB's (Independent Family Brewers of Britain) Real Beer Week, Cask Marque quality assurance and the recently launched Beer Academy. The brewing industry is now joining together with the BBPA's "Image of Beer Activity" to improve quality at the point of purchase; to increase public education about beer and to build awareness of beer via a PR campaign. But company and industry initiatives are not enough. We also have a role to play as individuals. At Coors, we have a saying "if it's to be, it's up to me". We all need to be more knowledgeable about beer and to have the information at our finger tips to challenge myths and inaccuracies. We need to walk the talk; to order beer when we eat in restaurants, to serve beer when we are entertaining at home and at company events. We have the beers to wow drinkers away from wine and other drinks; we have the beer styles, the bottle sizes and the packaging to suit drinkers and occasions. Increasingly we have the knowledge and the quality at point of purchase. So all we need now is the determination to win. And we will! Getting the message across As an industry we need to agree what messages about beer we want to communicate. The main themes of the Coors Beer Naturally Campaign are: l Beer is a wholesome natural product created from natural ingredients such as malted barley and hops l Moderate beer consumption is just as healthy as moderate wine consumption ­ and no more fattening l Beer and brewing are a very important part of the UK economy ­ we should celebrate beer as a national treasure l There are an enormous variety of beer flavours and styles ­ lagers, ales, stouts, fruit beers, and wheat beers. It does not all taste the same! There is a beer to suit every occasion and every palate l Brewers and pub owners work together to surprise and delight drinkers with the quality of beer at the point of purchase

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