I’m getting really sick of manufacturers trying to extend their user base by appealing to younger people, playing on their unsophisticated and undeveloped taste buds by adding Kool-Aid flavors to grownup drinks. (Chocolate vodka? are you fucking kidding me?) This is akin to trying to get more women to shoot guns by making gunpowder smell like lilacs.
I am, by the way, fully aware of how innovation works — that most of civilization has occurred because someone, somewhere said: “Y’know, I bet if we just changed …” — but that’s confusing improvement with extension. Tinned fruity-flavored gin is not an improvement.
I know that raspberry-flavored beer may have caused more people to take to beer drinking, but that’s changed things, and not for the better. Go into any bar and look at what beers are on tap these days. Barely a drinkable one available, and worse, they’ve pushed all the decent beers into bottles (or out of stock) while hipsters and chickies are catered to with the latest fad, Strawberry IPA [pause to be sick].
Basically, booze manufacturers are changing their products to appeal to people who don’t like booze. In the old days of marketing, we used to call that pointless endeavor “catching eels” (try catching an eel in mid-air when someone tosses it in your direction and you’ll see what I’m talking about). Not only is it pointless, it’s mercurial because what’s popular today won’t be popular tomorrow as your fickle new customers chase after the next “Flavor Of The Month”, and you’ll have gone from catching one eel to catching multiple eels. That’s something they don’t teach in the Marketing section of the typical MBA course because MBAs are all about theory (“line extension”, “product enhancement”, etc.). And don’t tell me I’m talking nonsense because I’ve seen the curricula.
Kim du Toit, “Gilding the Lily #268”, Splendid Isolation, 2018-05-24.
August 6, 2020
QotD: Selling booze to the immature
Comments Off on QotD: Selling booze to the immature
No Comments
No comments yet.
RSS feed for comments on this post.
Sorry, the comment form is closed at this time.
