Thanks to Alan for pointing me towards this remarkable example of the incredible degree to which the big breweries are just not getting it:
Joel Levesque, Moosehead’s vice-president, said the demographic that drinks the most beer, New Brunswickers aged 19 to 25, is shrinking and despite sunny weather, summer sales are down. He said that had sparked a fierce competition among the big brewers. “You entice people to take your brand by offering something that they can’t get from their brand regularly, for example a T-shirt in the box or in this case, it’s $5 coupons,” he said. Levesque said there would be more discounts as major labels try to clear shelves by Labour Day.
T-shirt? Check. Coupon? Check. Flavour? Oh, I must have missed that memo…
(Interesting to note the pull quote from this story, which has Sean Dunbar from Picaroons Brewing talking about how the brewery hasn’t been able to keep up with demand. Guess he got the memo!)