| The Challenge for Breweries in Today's Regulated | | | | they stumble across your site on a night of Internet |
| Marketplace is immense. | | | | surfing. However, is this kind of customer traffic |
| For the past decade the advertising of alcoholic | | | | really the most effective use of such a dynamic |
| products has been increasingly subject to both | | | | advertising tool? All that creative and technical effort |
| government regulation and self-regulatory bodies. In | | | | and your audience consist of web junkies and the |
| Canada, the CRTC's August 1996 Code for Broadcast | | | | occasional salesperson trying to sell you something. |
| Advertising of Alcoholic Beverages severely | | | | The solution to this problem is targeted pixel |
| restricted the way in which alcohol products are | | | | marketing. Websites are being developed which help |
| presented on both radio and television. | | | | increase traffic on subject related web pages. For |
| It is not an exaggeration to say that any | | | | instance, pixel space for your beer label on the beer |
| advertisement adhering to these regulations would be | | | | home page may be purchased for a reasonable cost. |
| dull indeed, and almost obscure any attempt at | | | | The label then links with your own webpage. |
| promotion - you can't enjoy yourself and drink beer | | | | Beer festivals may be a long established custom, |
| at the same time! Print material such as | | | | however the modern version is a true advertising |
| entrepreneurial magazines and newspapers are less | | | | event and increasingly popular, not only with the |
| restricted, though regulated by provincial Liquor | | | | locals. Beer fans travel far to attend their favorite |
| Boards. The same ethical limitations apply: do not link | | | | bash. To choose the festival which most suites your |
| enjoyment with alcohol consumption; do not direct | | | | product, the Internet comes to the rescue once |
| your ad to youth; do not over-promote; do not pass | | | | again. A number of websites list festivals. Check the |
| Go! Also, self-regulation within various media abounds. | | | | bottom row of for the most popular beer festivals |
| In the United States a similar situation exists. The | | | | around the world. |
| Federal Trade Commission and Congress are the key | | | | Besides a shift in promotional methods, a fresh |
| regulating authorities. In addition, individual media and | | | | approach in attitude will go a long way in changing |
| media groups establish their own code of ethics, | | | | public perception of beer. Taking a leaf out the wine |
| often refusing to publish or broadcast alcohol | | | | industry's book may be the answer. Wine sales have |
| advertising. | | | | risen since their advertisers started promoting wine |
| The challenge? How do breweries and | | | | "as a natural product, a healthy option, a |
| microbreweries 'get the word out' about their | | | | sophisticated and educated choice, a compliment to |
| products within an advertising marketplace of such | | | | food and equally popular with men and women. In |
| limited visibility where self-promotion is frowned | | | | fact, beer can also boast all these things, but its |
| upon? | | | | public perception is poor by comparison" says Peter |
| When traditional methods are not a viable option we | | | | Kendal of Molson Coors Brewers. He continues, "Beer |
| must identify and utilize those of the future. One | | | | is a wholesome, natural product, made from malted |
| way breweries can take advantage of modern | | | | barley and hops. Moreover, moderate (and we stress |
| advertising options is to share your product with the | | | | moderate) beer drinking is just as healthy as |
| world on the Internet. | | | | moderate wine drinking". |
| You may already have a company website. It's fun, it | | | | To conclude, these are only a few examples of the |
| positively promotes your product with enthusiasm as | | | | way a modern approach to advertising need not |
| no TV ad is now permitted to do. Your T-shirts and | | | | battle with established regulations. A positive, open |
| ball caps have their own page. Potential customers | | | | mind and a willingness to switch gears should lead to |
| are visiting your website on a regular basis, once | | | | a healthy return on your advertising dollars. |
