Super Bowl Beer Commercials
The Disappearing Keg
The Brewers Association a website that
provides tools to help consumers,
homebrewers, retailers, wholesalers, brewers
and scrap yards redirect kegs back to the
breweries that own the kegs. Kegs are always
the property of the brewery which purchased
them and filled them with beer.

Many kegs disappear as a result of accidental
mishandling, or intentional misappropriation.  
KegReturn.com offers a convenient way for
kegs to get returned to their proper owner.

Keg disappearances and the resulting profit
loss are hindering opportunities for craft
brewers. Keg loss costs craft brewers
between $0.46 and $1.37 per-barrel of annual
keg production. The online resource at
KegReturn.com allows people to contact the
brewery or their local distributor to return
kegs back to the brewery to be filled again.
Last year it was Bud Light Platinum; this year it is
Budweiser Black Crown and Beck’s Sapphire.
Anheuser-Busch, one of the Super Bowl’s biggest
advertisers, bought nearly $250 million in Super Bowl
ads time between 2003 and 2012, have again used the
event to introduce new brews while it touts iconic
brands like Bud Light–the NFL’s official beer sponsor–
and Budweiser.  The company had a total of four-and-a-
half minutes of advertising during the game.

Ads for Bud Light, from Translation, capped the brand’s
“Superstitious” campaign. Meanwhile, the Clydesdales
were  back for Budweiser in a true-to-form,
heartwarming 60-second spot from Anomaly. Two 30-
second ads showcased Budweiser Black Crown, the and
a 30-second spot will promoted Beck’s Sapphire.

CBS charged an estimated $3.7 million to $3.8 million
for each 30 seconds of commercial time. As eye-
popping as those prices are, all the commercial time in
the game was sold out two weeks before kickoff.
Fastest Growing -  Colorado-based Oskar Blues Brewery, the first craft
brewery in the country to brew and can craft beer (November 2002), continued its
explosive growth posting a 52 percent increase in sales/depletions and 49 percent
increase in revenue in 2012, outpacing industry growth by nearly 40 percent!

Twitter-  Budweiser has launched its first-ever Twitter account –www.twitter.
com/budweiser.  The first tweet was a photo of the newest ”Budweiser
Clydesdales Class of 2013,” a beautiful 150-pound baby born the morning of  
Jan. 16.

Free Beer, Really -  With the NHL lockout over, teams all over the league are
coming up with ways to reach out to the fans that had to suffer through the labour
stoppage.  By our measure the Ottawa Senators had the best idea - those of legal
drinking age will get one FREE 14oz Molson Canadian draft, while those who are not
of legal drinking age will be able to receive a free coca-cola fountain drink.

Who Buys Craft Beer?  -It is forecast that sales of craft beergrow to $18
billion by 2017 — a result that will see the segment tripling in the decade
between 2007 and 2017.  Craft beer’s sweet spot is with 25-34 year old
consumers. While overall, some 36% of US consumers drink craft beer, half
(50%) of older  (25-34 year olds) do so.  However a majority (56%) of
consumers of all ages feel that domestic beer is better value compared to craft
beer.

False History

Despite the testimony of countless t-shirts and many beer websites
(certainly
not BeerNexus.com)  Ben Franklin never said "Beer is proof
that God loves us and wants us to be happy." Historian, Bob Skilnik,
recently proved that Franklin was writing about rain, its nourishment
of grapes, and ultimately, its conversion into wine.

Now another long held belief bites the dust concerning James Madison,
the accomplished Virginian who introduced the Bill of Rights to
congress and served two terms in the White House (1809-1817).

As the story goes, President Madison was determined to make beer
one of the fundamentals of American commerce. Many beer histories
and indeed some general history books claim that  Madison proposed
creation of a national brewery and appointment of a Secretary of Beer
but that the wretched 11th U.S. Congress wouldn’t go for it.
It's a nice story but it's simply not true.  He did nor did he
propose either one.

According to researchers at Madison’s Montpelier estate in Virginia, the
mix-up may have come from a letter written by a businessman named
Joseph Coppinger. The December 16, 1810, dispatch hit up Madison
for public funds to launch a national, but not government-run,
brewery. Madison ignored the request and never mentioned it in any
speech or document.  And that's the real story.  Still, when legend
becomes fact, go with the legend.  It's more fun. So, if it’s a myth
that Ben said those things, it’s a great one, and that’s
why it’s flourished through the ages and why you should still
proudly wear those t-shirts.



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Edited by Jim Attacap

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