It starts to send a different signal about the demographics of beer. It starts to paint a slightly different picture than what people might come to expect (from beer), and it totally puts a different face on beer.
We basically want to make these materials available to anybody and everybody who has a stake in selling beer.
Wine has done an excellent job of romancing their process, and I think we need to do more of that, ... It should be about the glory of the liquid and the experience and the refreshment and the long brewing tradition.
I think you're talking about a two-year play at least.
It's no longer good enough to be a mass media brand. We have to learn how to sell small.
We're really pushing this hard, and we're starting to see some momentum.
Why take the risk? All you need is one person to be offended. Some people don't want to be reminded of the incident.
There is no other media event in which we can reach so many beer drinkers at one time, which makes this a very efficient media buy for us.
