Guest Article By: Anthony Pazzano
Beer: the drink of summer. After a long, hot day of working at a construction site, you crack open a beer. After a long, successful week of winning a new client, you and your coworkers crack open a beer. And when you finally get a weekend off to leave the city and go to the cottage, you’re cracking open several beers. However, there are some people out there who don’t drink beer (or any alcoholic beverages for that matter), period. And before, those people would be considered outcasts in their social groups when someone made a “toast” or “cheers”.
That is why the Labatt Brewing Company, one of the top-grossing breweries in the world, has created a new non-alcoholic beer dubbed “Budweiser Prohibition Brew.” The truth is, those sober, health-conscious extroverts out there who prefer not to drink alcohol when they’re going out want a balance between “fitting in” with their beer-drinking friends and sticking true to their dietary commitments. And for a long time, there was never a compromise– or at least a product that provided such a compromise.
Why is it called the Prohibition Brew, you may ask? Well, fun fact: This is the first non-alcoholic beer that Budweiser has launched since Prohibition in Canada – that was basically a century ago. In the hopes of salting a growing thirst for what some like to call “near-beer”, Budweiser Prohibition Brew cans are now being sold in fast-food eateries and grocery stores across the country.
As an ever-increasing number of adults are becoming more concerned about their calorie intake and general long-term health – which could be affected by drinking and alcoholism – as the years go by, it is no wonder why Kyle Norrington, Labatt Canadas VP of marketing has expressed with confidence that the Prohibition Brew is “an adult beverage marketed to adults.”
However, since this new brand of beer contains no alcohol, sales to minors are legally allowed – which is the only PR problem that Labatt Canada is going to have to tackle sooner than later. If Labatt’s future promotional efforts can clearly identify their target consumers as legal-drinking-age, health-conscious extroverts (and not those who are under-aged), then the Labatt Canada can easily improve the brand’s status as the ‘top’ brewery in the world (rather than have their brand reputation be diminished by a simple misunderstanding of their product’s intended brand message).
Check out Labatt Canada’s most recent YouTube spot, promoting the Budweiser Prohibition Brew. Notice how the content is trying to close the gap between regular beer (Budweiser) and non-alcoholic beer (Budweiser Prohibition Brew) to target those “sober party animals” that were mentioned earlier in the article:
Anthony Pazzano is a recent Advertising and Marketing Communications graduate from Humber College. He now works as a media buyer in an ad agency located in downtown Toronto.