I find myself getting cranky a lot these days. I recently turned forty and I hope my crankiness is not due to getting old, but I can’t think what else it could be. I know that it’s not because I’m turning into a wowser, because the precise reason I’m getting cranky is that I WANT to drink. As I have said often, I love beer. I love to drink it. I want to drink the beers that I love when I want to, where I want to and how I want to.
I don’t want to be made to drink beer in plastic cups, or only before 10pm, or only drink beer with less that 4 per cent alcohol.
I want to drink a beer and not have it labelled with pictures of withered and spotty livers, or pictures of bleeding bodies littered around a car smashed by a drunk driver.
I want to be able to drink a beer and not to have to wait until the children are in bed and then sneak out to the back yard for a quick beer and then hide the bottle. Hell, I want my daughters to get the same pleasure out of pouring a beer properly for their hard-to-please dad that I did when I was growing up. Actually, I even want to be able to say that previous sentence without being accused of modelling unhealthy alcohol use and getting dragged into Children’s Services to explain myself.
Because of all of this I wrote an article for The Punch arguing the thesis that:
- Times are changing, the levels of alcohol consumption that are considered healthy are lowering and community attitudes to alcohol are changing too.
- What are considered the visible effects of alcohol – street violence and alcohol induced crime, all grouped under the heading ‘binge-drinking’ – are increasingly becoming hysterical front page fodder for the media.
- The hysteria will force governments to act or at least be seen to act to quickly solve what is a problem developed over a generation. When government acts in this way it acts badly.
- The upshot will be that people who enjoy beer (or wine or spirits) and do so responsibly will be subject to the same ridiculous “anti alcohol” rules and restrictions as the relatively small but visible problem group.
As a result I took a shot at the trend amongst the big breweries to chase the 18 –30 market, raised on fruit juice and sweet soft drinks, that are moving away from “bitter” beer (i.e. most beers) and opting instead for sweetened alcopops. The result is that brewers have gradually been lowering the body and bitterness of new beers to try and attract this demographic. Of course, one of the attractions of these beers is that they are “sessionable” – marketing speak for there being no flavour to leave you feeling like you’ve had enough to drink, no matter how many you have. (Ironically, they also tend to use the description “thirst-quenching” and “satisfying” even though the beers are designed not to quench or sate a thirst – the brewers don’t want you stopping after just one or two.)
Despite the above, one thing that can be said for these beers is that they have also been edging down on their alcohol content. Even XXXX’s beer-like Summer Bright Lager is “full-strength” at 4.2%.
While I think these beers pander to a certain type of drinker, they oddly do it in a sort of semi-responsible way…if that’s possible. And that’s exactly why someone should slap Bitch Beer before they ruin it for the rest of us.
This is a beer that has been designed to fill a gap in the market that didn’t need filling – the market for higher alcohol, lower flavoured beers. Their marketing basically brags about being brewed for effect, unashamedly chasing the market that is in the anti-alcohol crosshairs – young people who drink for effect.
Despite the compulsory, but feeble, ‘Bitch is potent stuff. Please drink responsibly’ the rest of the marketing spiel is a single-entendre.
Why BITCH? Simply because we’d had a guts full of beers made for old men. And BITCH embodied our non-conformist, play hard attitude to life.
Sure, we could have brewed it with less alcohol. And we probably could have made it not taste as good, but then we’d be just like the sh*t loads of ordinary beers made for old men that are already out there.
Packing 6.0% alcohol, it has a bit of kick. The extra alcohol adds a slightly sweet flavour. Unlike many high alcohol beers, BITCH is an unexpectedly fresh, easy drinking Aussie beer.
Swigged extra cold straight from the bottle, it’s crisp, clean and gob-smackingly refreshing. Like a Mexican beer, you can add a slice of lemon or lime to put a twist on the flavour. Goes really well with food, or without food, which makes it perfect for every occasion, or not occasion.
This is basically just a malt liquor.
Again, it’s not a wowser thing. As I write this, I have a glass of Flying Dog Barley Wine beside me weighing in at 10 per cent…but it has so much flavour that I’ll probably have written another 1000 words before the glass is empty. (And it is satisfying, I won’t want another.)
This sort of cynical-half-smart-marketing-concept-cash in-contract-brewed (not that there’s anything wrong with contract brewing as a rule) garbage only hurts the beer industry and, I fear, will end up making it harder for people who want to drink beer (not just consume alcohol) to enjoy it. It will tar all higher alcohol beers with the same brush. The hysteria around BrewDog’s Tokyo shows that when it comes to a good frenzy, logic and facts will not calm things down (even if the frenzy was probably self-generated). The big brewers are already shy of putting out higher alcohol beers, even from their craft arms, lest there be public outcry. With branding and marketing like this on a product designed for one thing, these clowns are just painting a huge target on the back of all beer and the rest of the industry should call code red. Failing that, bars that stock it are pretty much signalling that they’re high risk and should start ordering the plastic cups and extra security now as well as putting the lawyers on stand-by.
And don’t get me started on Skinny Bitch, their planned low carb offering…
Nobody will entice me away from my Cooper’s Sparkling!!!!
4.2% is full strength, well for some styles. Don’t forget the whole light, mid and full strength categories is just clever marketing by LN and CUB.
I think Australian microbrewers shy away from offensive agressive beers and brew toned down 5% interpretations of style is because that is all the market would tolerate. Why else would the megaswill guys brew 15 different brands that are basically the same boring piss? Becasue thats what the punters are buying and thats what the market wants.
I think there are too many players competing for the same 2% of market share that comprises interesting/craft beer. This confuses the consumer further and drives them into brands that they know and trust.
Hey Tim –
I think the main reason that brewers shy away from higher alcohol beers is the oppressive excise regime for higher strength beers. Our excise makes beer far too expensive at higher ABVs. A secondary reason, at least related by a national brewer is that they don’t want higher alcohol beers becasue of the fuss they attract from anti-alcohol lobby.
I don’t know that I’d agree that there are too many players…the key is to educate and grow the market – and make sure that the players are quality so they don’t drive the timid back to the consistent but ordinary.
I would love to comment deeper on this but I am finding it hard to reign myself in…. As a lover of beer, an advocate of respecting beer and a producer of (what I believe to be ) quality beer I find a product like this to be offensive on many levels.
Before a stone is cast back I might add that I produce several beers with a higher ABV than this product, yet each of them carries both a flavour profile that leads itself to moderate consumption and a marketing profile that conveys the same image. I also produce (once again, what I believe to be) 2 of the best reduced alcohol beers in this country (backed up by the judges I might add) that also carry a lot of flavour.
Perhaps the naming of this product speaks volumes of its own…
Too true. But this is nothing new, reminds me of Tooheys Extra Dry Platinum which has flown under the radar for far too long in my opinion. 6.5% (for no reason)in an 8 pack? It’s designed for getting smashed and nothing else. Tooheys should be held more accountable for these kinds of marketing decisions.
very true juju… very true.
An utterly flavourless (especially when consumed at the recomended sub zero temp) beer with a higher abv and in a larger than normal small pack.
Although I don’t find the name to be near as crass and its marketing angle doesn’t offend me quite as much. I mean, although I am a male it doesn’t make me a half-witted idiot does it ?
My God Matt, I had never heard of this beer before I read this and I wish I never had. The marketing guff on that site is repugnant, and I can only imagine that is what the beer must taste like too. I hope they fail miserably and we never have to put up with that shite again.
What a good name, Beer Matt. I like it because it reminds me of Door Mat which is what Beer Matt’s writing should be used for. I always love it when someone finds the need to state what they’re not. “I’m not turning into a wowser, but . . . “. It’s a bit like people who say “I’m not a racist” and then list all the things that make them just that. Interestingly, Door Mat has to remind the reader of his rant twice that he’s not a wowser. I’m not psychotic, but I don’t have to tell anyone. Funny how people can work out what you are. I’m thinking all the bigoted writers here are either Liberal Party devotees rejoicing in the ascendancy of extremist Tony Abbott – or maybe they’re all Door Mat pretending he has people who read his pious scribblings. Anyway. All by-the-by. Has Door Mat tried Bitch (it doesn’t sound like it, but surprisingly he seems to know a bit about them including a planned new beer called Skinny Bitch which I can’t find mention of on their website – or maybe Door Mat is Bitch)? I have tasted Bitch at two beer festivals recently (The Rocks and Coogee Bay) and we’ve bought it over the bar when we’ve found it (at Candy’s – well done guys). Damn good beer and, from what I could see, easily the most popular beer at both festivals (be a journo Door Mat and find out some stats – it would be better than your ill-informed, biased, pro-major brewery opinions). Maybe the guys at Bitch have worked out some things the big guys are missing, like not everyone wants to fill up on the 4% dishwater they’re masquerading as beer. Maybe people are sick of seeing the alcohol of beer come down but the price stay up (ie VB as of late). Maybe not everyone is as old and wowser-ish as Door Mat? Maybe people like more flavour in their beer than most of the flavourless rubbish we’re being dished up? Maybe there is room for brands that don’t cater to wowsers like Door Mat. I bet those risky-rascals at Virgin earned your ire when that put that dirty word on the side of planes, huh? Or what about that disgusting clothing chain FCUK. How does Door Mat walk down the street with his sprogs in tow? Door Mat, embrace the fact you don’t speak for the world, the beer industry or beer drinkers. I’m pretty sure Bitch isn’t ruining it for “the rest of us” as you suggest. Do you really think a 6% beer is so out there? Coopers has had their sparkling ale with 5.8% on the market for eons, yet I’ve never heard a complaint from you or anyone else (why the double standard?). Someone mentioned Tooheys Platinum at 6.7%, but it hasn’t got on your negatron ‘I’d rather be an armchair knocker than a proper journalist’ radar (maybe because it’s a big brewery and you need to watch what you say there). And, of course, there’s stacks of European beers like the irresponsible Carlsberg Elephant beer (7.2%). Somehow none of these brands have ruined it for anyone, nor have they been responsible for binge drinking, plastic cups or alcohol fueled violence – all of which have been part of society for as long as alcohol has been around. I also love the self confessed ignorance of commenter Pete (22 November at 6.30pm). Admits he’s never heard of it – let alone drunk it – yet has no hesitation in launching into a tirade against the brand based on a perfunctory reading of their website. Well that’s a balanced point of view, isn’t it? For anyone who has an open mind and likes good beer, do yourself a favour. Embrace the variety this brand gives to the market and try it. Once you’re over your petty prejudices, you might just like it.
PS Door Mat. I found your inane comments while Googling ‘Bitch Beer’ to find where I could buy it. Now I’m heading out to buy a case.
Peter, enjoy your beer and drink it in good health. Thanks for taking the time to write such a long comment. Beer is by nature a conversation. I’m happy to reply to the points you raise, though from the tone of your post and what you’ve said, you haven’t read what I wrote too closely and you’re not really interested in discussing it. Let me know if this isn’t the case.
Interesting how nearly all forum writers are the small minded, negative, knockers of everything that moves. They knock a great tasting beer like Bitch that tries to do something other than serve up watery swill, yet none of them have tried it.
I read an article on Tiger Woods this morning. The comments are from the same myopic, politically correct knockers generally attracted to this forum. See below:
skeptic1st 2/5/2010 11:03:08 PM
Golf’s brightest star? Try dimmest bulb.
When you take into account that the person people perceived Tiger Woods to be never existed, the headline becomes even more interesting. Apparently, golf’s brightest star was an urban myth, and all the excitement he stirred was also just the product of over-active imaginations.
SemperFiguy 2/5/2010 10:48:29 PM
“Pro Golf Loses Sparkle Without its Brightest Star”… what a pathetic headline and article. No matter his wife and children, huh? Oh yeah, them… just a minor footnote to the golf angle I guess.
Discopup 2/5/2010 10:53:26 PM
um. Really? Don’t people recover from the excitement of watching paint dry by watching golf? Tiger Woods was never anything more than a shill for the corporations for which he appeared in TV commercials. It won’t be long before he has his own E! show, and then we’ll have more reasons to forget him.
Bitch beer is the least of your problems forum writers. The real issue is your small minds.
So Bitch Beer is the Tiger Woods of beers.
Really?