Ad Age magazine gave the “creativity pick of the day” award (Aug. 30) to Murphy’s Beer for an ad that goes one up on Budweiser.
It seems that Bud released a summer app that lowers the price of beer, as the weather gets hotter. Huh? Obviously Budweiser doesn’t know very much about Irish weather. On our trip there in July, it was cool and raining most of the time. For me at least, that was a wonderful part of being in Ireland.
Murphy’s, on the other hand, knows that summer means lots of rain and, since they are Irish, came up with their own weather-related app. They give you a free pint of stout when it rains.
Bartender Forecasts
New York magazine’s Fall Preview issue has predictions about what some NYC bartenders/mixologists think are the most promising drink trends for the fall.
It’s been some time since “behind the bar experts” have taken me to task for a blog posting (and I kind of miss being yelled at), so, here are their predictions.
Let me know what you think (he said with trepidation).
The first prediction mentioned is that mezcal will “break through.” Frankly, I’ve been predicting that myself for a number of years. While I’m not an aficionado of tequila or mezcal, the latter has a small batch product quality not to mention allure and mystique – and the worm BS is not what I’m talking about.
Unfortunately, for Mezcal to break through it will take some clout and marketing support that most producers don’t have. Nevertheless, I continue to think it will grow.
My take: I agree with the forecast.
The second prediction is that cognac will become a cocktail ingredient. The magazine argues that the ceremonial “from the bottle” drinking patterns of rappers and hedge fund types will give way to its use in mixed drinks.
Drinking in America
Gallup just released their annual survey of US drinking patterns. Earlier this summer, NPR published the results of a study on where and how Americans spent money on booze. Let’s put the pieces together.
Who drinks?
Pretty much unchanged from the past, Gallup reports that two-thirds (66%) of Americans drink alcohol, consuming just over 4 drinks a week.
Last year the number was 64%; the same in 1992 and 1982. The earliest measure reported was in 1939 with 58% alcohol drinkers. For decades, then, two thirds say they drink alcohol. With roughly 200 million Americans of legal drinking age, that means there are 132 million drinkers.