|Boston Beer Gets Too Big
|Boston Beer Too Big
|The Boston Beer Company, the
brewery that was founded in 1984 and
makes Sam Adams, is on the verge of
outgrowing its coveted craft status
according to the Brewers Association,
a national trade group that defines craft
brewers in part as producing fewer than
two million barrels a year.
If we’re not a craft brewer,” said Jim
Koch, president of Boston Beer, “what
else are we? We’re certainly not Bud"
Mr. Koch predicted that Boston Beer
would surpass the two-million mark by
2012. But help may be on the way:
Senator John Kerry along with
Senator Michael D. Crapo, introduced
a bill last month that would increase
the yearly production limit for small
brewers to six million barrels.
The bill would also cut the excise tax
rate for small brewers.
|It's hard to believe but beer can server a few other purposes
other than being the best beverage in the world.
Here are a few tips for the summer season.
Enrich Soil - Yeast is beneficial to plants, so pour a few
tablespoons of flat beer into your garden to cultivate the soil.
The yeast-filled soil will help plants grow healthier and make
your garden flourish.
Trap Bees - If bees are a problem in your yard, you can battle
them with beer. Punch a series of 3/8-inch holes in the top of
an old jar. Fill the jar with beer, screw the top in place and put
it in the yard where you've seen bees. They'll be attracted to
the beer and will be able to get into the jar - but not out!
Polish Wood Furniture - Got some leftover beer that's gone
flat? Pour a little on a microfiber rag and rub it into your wood
furniture to add a little shine and deepen the color.
Tenderize a T-Bone Steak - Firing up the grill? If you find
yourself with a tough cut of meat for a barbecue, marinate it for
an hour or so in some beer. The beer will infuse the meat with
flavor and tenderize it while it sits, so it will cook
up nice and juicy.
|World Cup Ambush Marketing
FIFA, Federation Internationale de Football Association, has said criminal
charges have been filed against a beer company which conducted
an 'ambush marketing' campaign during the recent
Holland v Denmark World Cup match.
A group of women wearing orange mini-dresses, linked to a
promotional campaign being run by Bavaria Beer, were ejected from
Soccer City stadium after their actions were deemed to be part of a
stunt to promote the brand, which is not licensed by FIFA.
This was the latest example of "ambush marketing" – where a brand
attempts to associate itself with an event without shelling out for
sponsorship. This guerrilla genre has a rich history: Linford Christie
wearing Puma logo contact lenses at the Reebok-sponsored 1996
Olympics; American Express running ads claiming Americans do not
need "visas" to travel to Norway for the Visa-sponsored 1994 Winter
Olympics; and Dutch fans being forced to watch the 2006 World Cup
in their underpants because their orange lederhosen were
advertising, you guessed it, Bavaria beer.
Even politics has been targeted, with models for clothes label
Abercrombie & Fitch taking prominent positions behind
Barack Obama at a Democratic primary election rally in 2008.
South Africa passed laws in the run-up to the World Cup that made
ambush marketing a criminal offence. However, going legal has only
created more publicity for Bavaria and begins to reflect badly on the
official beer sponsor Budweiser – a tie-up many of us only became
aware of because of the orange intervention.
Bavaria.com, which previously had no measurable traffic, was the fifth
most visited beer website in the UK after the stunt trailing only Carling,
Cobra, official World Cup beer sponsor Budweiser and Carlsberg.
The orange dresses are widely available in Holland as they have been
part of a Bavaria promotion in which customers can buy a pack of
beer and get a free dress. Durkan said Holland had sold 200,000 such
dresses in the lead-up to the World Cup.
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