Sponsor (Oct-Dec 1964)

1. (x-i \iiii e 10, feewiusw l-^':.. dry. EJr«W)d l^ po buer. For peopi- as good to your taste i^, Fih«lJT«ol£i la afi good to your taatfi ,,, good to your t&std as It is to your thir^. as it Is to your thirst it is ^o your thirirt. 12. So Eutko your r^ext h^dr t^olugald, i^^as'Uiijig v»ry plsaaairt to looic forwerd to. 15. Bh«Uigold after i*«lngolJ, Rheingold is as good to television as it is to your thirst. Last year Liebmann spent over $1 million in tv to advertise the beer, far more than in any other medium. In 1963 Canadian Breweries spent $89,600 in network tv and $4,958,020 in spot tv. The eonipany spent $5900 in network tv and $2,352,000 in spot tv the first six months of 1964. During the same half-year period the distribution segment spent nothing in network and $238,400 in spot. Falstaff Brewing (Falstaff), in fifth position, increased its sales 3.9 percent in 1963 (5.5 million barrels over 5.3 million barrels), while its share-of-market went from 5.8 percent to 5.9 percent. Last year Falstaff began testing draft beer for use in the home refrigerator in 21/2 gallon aluminum kegs. Although fifth in sales, Falstaff ranks as the third largest tv advertiser among breweries. In 1963 the firm spent $3,192,600 in network tv and $2,873,160 in spot television. First-half figures for this year show the company designated $1,178,900 to network tv and $1,706,600 to spot. Falstaff s distribution subsidiary spent $117,600 in spot; nothing in network. P. Ballantine & Sons (Ballantine) turned in a lacklustre sales performance in 1963, as in other recent years. Sales were off 1.3 percent (down from 4.54 million barrels to 4.48 million barrels), while its share NL&B study suggests brewers miss opportunities in advertising by thinking of the beer drinker as a stereotype the current beer marketing strategy ' is based on the assumption that ' beer consumption varies with social status. The misleading stereotype of the "common man" in beer advertising suggests a missed opportunity to expand beer consumption through a broader portrayal of the beer drinker and beer-drinking situations. Dr. Kent says. • Beer is not seen as a catalyst of adult sociability. Beer isn't the party drink among adults, as it is often pictured, Dr. Kent states. In an adult social situation beer is not regarded as an energizer; beer is not a beverage to demonstrate or downgrade social status; beer is not a socially dangerous beverage: beer is not a complicated beverage (it is easy and convenient to serve): beer is j not a beverage associated with hos' tile, threatening or feigned behavior or situations; beer is not a quickjolt beverage. These negative expressions show how beer may often conflict with the mood and manner of social situations, according to Dr. Kent. Once more, beer advertising ideas that apply to group situations do not apply to solitary situations. People genuinely desire to drink beer alone. It is more of a private and intimate experience than many people believe, emphasized the NL&B research director. Dr. Kent suggests that the beer industry reflect solitary beer-drinking occasions in the appeal of its product — that it design the appeal of beer more in line with the ideal beer-drinking occasions. • People take beer for granted. A consumer's attitudes toward beer seem to be rigidly defined. He regards it much the way he does milk, NL&B research shows. Dr. Kent gives four apparent reasons for this. 1 ) A strong association of beer with nature, which is also taken for granted. 2) The sameness in beer year after year. 3) The lack of excitement, mystery and romance in the beer-drinking experience. 4) A consumer disinterest in the brewing industry. How much can you do to beer? How much can you change it? What can you say after customers say they take beer for granted? If they saw beer as romantic, unusual or exotic, Johnny Mercer might have written "The Days of Beer and Roses." Is there not the risk in the brewing industry of getting so close, one can't see the beer for the foam, questions Dr. Kent. ♦ November 16, 1964 37