
Both are valid points, but the question for me is, at what
point does gimmick turn to trend? If the intention of a gimmick, be it a pet
rock or beer, is to sell and promote, then couldn’t it be said that any of the
more recent beery trends—beer-wine hybrids, gypsy-brewing double IPAs,
spiced-up holiday beers—are all, at the heart of it, gimmicks? Granted, these
trends have some history to them. Imperial Stout is nothing new, but the
imperialism of everything else, from pilsner to wheat beers, is.
The water gets cloudy—in the U.S, at least—by the influence
of the distributor on the market. Stronger beers sell well in the U.S., as do
hoppy beers. Find a marriage of both—like a double IPA— and obviously those are
the beers that will be pushed by the distributor. The distributor is always
looking for the next get-rich-quick idea, and who could blame them? Their job
is to sell beer—good, bad, or gimmicky.
Regardless of
influence, sometimes the short-run gimmick becomes the long-term trend. Buffalo
Bill’s Brewery lays claim to brewing the first “modern” pumpkin beer in the
early 1980s. Was that done as gimmick? Maybe, but pumpkin beers sure as hell
are a trend now.
Personally, I’m a tad indifferent to the gimmick. If I buy
it and it’s great—all the better. If it’s bad—oh well, live and learn. I might
be out a few dollars, but I won’t make that mistake again. Is the “inspired by…”
a bit schlocky? Sure, and honestly, I don’t know if Iron Throne would be my
first choice at the beer store, but I usually like Ommegang stuff and at $8.50
for 750mL, it’s not a bad buy.
Do I think television show inspired beer will become the newest beer
trend? Probably not, but if it is, I'm hoping for one inspired by Arrested Development—they could call it TobIPAs Fünke.
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I have created the #KeepBeerBeery hash tag and expect it to be the greatest thing ever. Embrace the future where things like non-beer branding and single bottles in boxes will be thought of like wide leg jeans and perms for men.
ReplyDeleteI wouldn't hold you breath.
ReplyDeleteOh, I fully expect 2013 to be the year the PR people fully latch on to craft beer and undermine its integrity.
ReplyDelete