Category Archives: moral enterpreneurs

Alcohol Marketing, Craft Beer, and Responsible Drinking

[UPDATE: Press release. Much clearer than the Hour article…]

This could potentially be big for craft beer. A code of ethics for alcohol adverts.

Hour.ca – News – Alcohol marketing becomes ethical

A bit like video game manufacturer who propose rating systems for their own games, members of the alcoholic beverage industry in Quebec are trying to regulate their own advertising practises. According to the article:

Under the new code, the following has been forbidden:

  • Using alcohol content as a sales argument
  • Associating alcohol with violent or asocial behaviour, or with illicit drugs
  • Sexism or the association of the product with sexual performance, sexual attraction or popularity
  • Implications that the product improves physical or intellectual capacities, or has health benefits
  • Encouraging drinking games or excessive drinking
  • Making the product particularly attractive to people under 18
  • Showing images of people who look younger than 25
  • Showing disrespect for those who choose not to drink

By proposing such a code of ethics, the industry may possibly bypass government regulation. It also shows that its members are willing to go some distance in changing their practises.

Educ’alcool‘s message, associating responsible (moderate) drinking with taste, is well-established in Quebec culture and this code goes in the same line. By contrast, in the U.S., advocacy for responsible drinking is criticized by academics and health specialists. IMHO, this criticism has the effect of encouraging younger people to binge drink, with sad consequences. Educ’alcool and Quebec’s alcoholic beverage industry are probably trying to avoid such a situation. Although it might sound counter-intuitive, binge drinking is not beneficial to their bottom line. After all, nobody wants to get sued for the death of any of consumers.

The main apparent target of this code is beer advertising, especially on television. While Quebec has its share of beer ads with scantily clad women, even ads for some of InBev’s Labatt products are somewhat more subtle. In fact, the French-speaking versions of commercials for Labatt bleue have, over the years, represented an alternative to the typical "beer gets you laid" message. As typical of Quebec culture, these ads have used humour to carry their message, often with puns and other word play. For instance, one of the most recent ads uses a zeugma and the names of several parts of Quebec (strengthening the association between the beer and Quebec cultural identity). It also describes the beer in its association with food.

Which brings me to the interesting point about craft beer. While beer advertisement is typically full of what this new code of ethics seeks to prohibit, craft beer positions itself in exactly the same line as Educ’alcool and this code of ethics: taste and responsible drinking. The only television ads I’ve seen for craft beer were made by Boston Beer company for their Samuel Adams products. These ads usually emphasize the brewing craft itself and have been discussed by many members of the craft beer crowd. An important point is that they’re quite effective at delivering the message about taste, quality, sophistication, and responsibility. (Actually, I wore a Samuel Adams t-shirt yesterday, after reading about the new code of ethics. Didn’t even notice the possible connection!)

Any craft beer person will argue that craft beer always wins on taste. So if the new marketing message needs to focus on taste, craft beer wins.

It’s quite striking that the code of ethics mentions people looking older than 25. IMHO, it’s overstating the case a bit. IMHO, nothing is to be gained by avoiding the portrayal of members of the 18-25yo age bracket in advertising for responsible drinking. This demographic is not only very important for the alcohol industry but it’s one which should be targeted by the responsible drinking movement. Educ’alcool does target people who are even younger than that, so that they "do the right thing" once they’re old enough to drink, but there’s no reason to let people down once they start drinking. Eighteen-year-olds are not only learning the value of responsible drinking, they’re integrating responsible drinking in their social lives. And they’re learning how to taste alcoholic beverages.

Apart from age, characteristics of craft beer people are usually the same as those of the target market for beer in general. But their emphasis is really: taste, distinctiveness, sophistication, and responsibility. Again, perfect for the new type of ads.

Speaking of beer marketing, the issue of Montreal’s Hour indie weekly also has a piece on the importance of beer sponsorships for the success of events in the city. Coincidence?

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Music, Food, Industries, Piracy

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Noticed it in Steal This Film. A very appropriate message. Process over product. Music is not a commodity. Food does not grow on profits.

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Beer and "Ethnicity"

[Ugh! I lost a first version of this post because of Blogger maintenance… Now I know why people complain…]

The very first comment on my young blog is an extensive excerpt from Bob Skilnik's book on beer history. Thanks!
The relationship between beer and "ethnicity" is really a fascinating issue. Some say that the movement leading to the federal prohibition was related to anti-German sentiment. Others associate it more closely with the growth in the political influence of some woman groups. The events were probably a combination of both and other causes. Similarly, the MADD lobby group probably had a large part to play in rising the drinking age to 21.

All of these seem to relate to what Ruth C. Engs calls Clean Living Movements. Engs also has interesting articles available on health, alcohol, and social issues. For instance, binge drinking is a major problem on some US campuses and seems to be linked to a negative attitude toward alcohol.

One concept that I'd like to explore a bit more is that of "moral entrepreneurs" who seem to be at the center of those movements and are trying to get ahead politically. The first exposure I got to the concept was in Mezz Mezzrow's Really the Blues. In that book (on Jazz musicians in the US between the two World Wars), moral entrepreneurs are associated to the change in legal status for cannabis in 1937. A Wikipedia article on cannabis associates the criminalisation of the herb to both DuPont's interest in plastic and to anti-Mexican sentiment (with the word "marihuana" resonating with that sentiment). No idea how accurate this explanation really is (it's always safer to take things with a grain of salt) but the associate with xenophobia is illuminating.

Not that the US are the only place where sentiments against foreigners
are brought forth. In fact, many parts of the world deal with issues of
xenophobia, especially where the notion of a "nation-state" is still
believed to mean something. What's interesting about the situation in
the US is the fact that xenophobia seems to be so intimately linked
with political, legal, and social issues. In a "country of immigrants"
which recognizes itself as such, the situation is quite striking.