RTDs have been working the edges of the beer market for a while now, picking off those who like the thought of drinking beer without actually liking the flavour. The beer industry has hit back with an increasing number of beerish drinks so people who don’t like beer can still hold one, now Canadian Club is actually saying it…
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More….
Greig posted a comment below and my reply was much longer than the initial post, so I have added it to the main post.
It fails on you because your not the market. The marketing for this isn’t aimed at the sort of bloke who can drink a glass of white wine confident that it doesn’t call his masculinity into question.
I think they see that there is a big market for blokes that like the idea of drinking of beer, but not the flavour (but drinks it so his mates don’t call him a poof), and a big group of blokes who like sweet, tasteless alcohol but don’t like the thought of being seen drinking it (and so don’t drink it so their mates don’t them a poof).
This is a dog whistle for that market saying it is alright to drink this sweet slop confident that you’re still a good bloke. Note the casting of the “beer drinker” as being an everyday characterful yob…exactly the same sort of bloke that VB’s ‘The Regulars’ was pitched at. Who, incidently, reminds me exactly of the decription from Roy Morgan Research of the “Heavy Drinker”
Heavy drinkers; those who drink on average more than 3 drinks per day are more likely to be males aged 18-35, single and over-represented among tradesmen and earning a good income. Their social habits are skewed towards going to sporting events, gambling either on track, at the TAB or online, they go to nightclubs, play the pokies and even go shopping more than the average Australian although it’s for music and hardware rather than groceries or clothing.
Their media habits are different to the average too being a little less likely to heavy TV viewers, magazine readers and cinema goers, and slightly more likely to be heavy newspaper readers, Internet users and commercial radio listeners.
This is the group that comprise the “17% of the alcohol drinking population consume over 21 glasses of alcohol a week or an average of more than three glasses a day, and they account for 53% of all the alcohol consumed.”
But alcohol companies wouldn’t target heavy drinkers…would they?
What a confused and confusing ad. I have no idea exactly what they are trying to sell me, or why I should be drinking it. Marketing fail! :)
Greig, see my reply in the main post…had more time today to expand on it….that’s who it’s marketed to.
Yep, I see what you’re saying. I guess, having processed that, is that I find it to be extremely sad that this works on *anyone*! I suppose I like to think we’re all a bit smarter than this these days. That said, I say that having just consumed more than I should of Townshend Dinner Ale. A smart drinker would have stopped three pints ago, but it’s just so damned tasty! :)
I think there’s a cultural point I was missing too. Over here, in NZ, it’s fairly common for a guy to order a glass of a Marlbourough Sauvignon Blanc, or Otago Pinot Noir without being thought a poof. The only drink which would be taboo would be a girly cocktail with an umbrella in it, or perhaps exactly what this ad was promoting – hence my astonishment and confusion. Cultural differences, I guess.
Thanks for taking the time! :)
I agree, it is a bit confusing, but I guess the yob is trying pass off responsibility to the barman for his choice…
Would have to say though, if that was real life and I had that guy serving me, I’d be pretty annoyed. I usually ask the bartender for whatever is good, and get annoyed when they can’t recommend something (even if it is whatever it is they’re supposed to be flogging that particular week).