Counterpoint: Your Beer Can Better Win at Cannes for Me to be Impressed » The S3 Agency

Counterpoint: Your Beer Can Better Win at Cannes for Me to be Impressed

What of the Beer Can Battle?

My colleague Sam is correct: SpikedSeltzer is neat. (If you missed her post, just dig back a few days here on the S3 blog.) It’s cute, it’s kitschy, it’s absolutely something I’d grab at a gala and proceed to crack a self-deprecating joke before the Manly Drink Brigade does (That’s a P.R. Top Tip, folks. Get out in front of the story). But if your alcoholic beverage doesn’t have award-worthy packaging and in 2016, then get the hell off my shelf space because I can name 300 others who do. This is doubly true for beer can brands.

It would take ambition I don’t possess to pinpoint when exactly brewers really started giving a damn about design. Sometime following the advent of the Internet, every small-batch, mom-and-sodapop brewer invested, like, 80 billable hours to make sure their brands and beer cans were aluminum-clad. It’s as ingrained and essential as the hops at this point when competing for limited eyeballs on cramped shelves. The “wow” factor has lost a bit of its fizz. I know you’ve noticed, too. I’m gonna rattle off a few awesome alcoholic branding successes anyway.

Are my standards unrealistic? Has excess desensitized me? Probably yes to both. I’m not sure what a brewer would have to show to make me feel the same amazement that came with the craft beer revolution again. Perhaps my tolerance, and expectations, are rising.

Chase Cambria
Chase Cambria
ccambria@thes3agency.com

Jr. Copywriter @ The S3 Agency

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