SPEAK SOFTLY, BUT CARRY A BIG STAVE
November 7, 2018
Fact! In September, when Budweiser and Jim Beam introduced their “collaborated” new limited edition Budweiser Reserve Copper Lager, it wasn’t the first beer aged in old whiskey barrels. To name just one brand from a cellar full, the 2014 Goose Island Bourbon County Barrel Aged Stout sells for $13 a bottle, and that is just the bottle, somebody else drank the beer!
Actually, the limited edition Budweiser Reserve Copper Lager isn’t aged in Jim Beam whiskey barrels. It isn’t aged in anybody’s whiskey barrels! According to Budweiser, it’s “aged on”—yes, that’s their phrase—“aged on Jim Beam bourbon barrel staves.” Although they wrote the phrase Budweiser, however, is not eager for anyone to notice it. Listen to their TV ad and hear how the word “on” is hurried over in almost a whisper.
Fact! This is a sly, tiny Rhetrick, but it’s working. Thrillist.com, which tells you what to buy and where to dine, says Budweiser Reserve Copper Lager is “barrel aged.” Writing in to Beeradvocate.com, one consumer, a bit confused, says it is “aged in Bourbon staves.”
So, one thing we know for sure about beer ads! As Tom Peters, expert on management practices, says, “If you’re not confused, you’re not paying attention.”
I am Brett Kavanaugh and I did not approve this Rhetmessage.