Labatt vs Craft Beer: When Goliath Tries to Wear David’s Clothes

22 Sep

 

One of my favourite places in the world - Bellwoods Brewery.

One of my favourite places in the world – Bellwoods Brewery.

Hey pals, I’m blogging from the Okanagan this week! Stay tuned as I do have a lovely post about Kelowna-based restaurant RaudZ in the works but for now, I just wanted to quickly share a reminder I received on the importance of knowing the origin of your food and drink.

It’s pretty much the understatement of the year if I say I like craft beer.   Craft beer is enjoyable because it iss made skillfully, driven by passion and community. When you care about your art, you sacrifice time and energy for the slightest details and in return, these small nuances get noticed and celebrated by the educated consumer.   Even if you’re new to beer tasting, or not a beer fan at all, you can still appreciate earnest effort and that is a-plenty in the craft beer industry.

So like anything good and pure, big corporations want to profit from it. And instead of perfecting a beer, they perfect spreadsheets and marketing budgets and then bully their way into an organically created community.

If you haven’t already, check out Ben’s post on Labatt’s expensive and intentionally misleading ad campaign for Shock Top, a beer which is commonly misidentified as a craft beer .

From Shock Top's website

From Shock Top’s website.

Hey, I’m not terribly ‘Shock Topped’ about this (PUN!) – these actions are in line with Big Corporation’s mandate to please shareholders. Okay, so if you’re not surprised they’re capable of that, then why all the hate Alice?  Corporations will be Corporations!  Yes, but there’s something different about imitating real passion and hard work.  I just can’t tolerate that. 

You can cram catchy slogans and expensive giveaways and celebrity endorsements down my throat.  I know what that is.  But when Goliath tries to disguise themsleves as an artist who poured sweat blood and tears into their work, then that’s an outright lie.  You can test my patience for irritating pop songs in your advertising campaign, but you cannot go ahead and skew with authenticity.

But we also have a far more powerful comeback – and that’s our purchasing power.  We can simply not buy Shock Top.

Trust your tastebuds and your common sense. Meet brewers, farmers, and the artisan behind your products.  Always be purposeful with your wallet.

That’s all I wanted to say. 

Love from the Okanagan Valley,

Alice

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