When is a bad beer just good business? Check out this #tellthetruths video to see how Fat Tire made a bold move that we think is powerful AND BrandTrue.
Bad Beer Is Good
This video originally appeared in LinkedIn
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Transcript:
Hey, it’s Rebeca. And I want to talk about a bad beer that’s good. What I mean is a company that’s made a bad beer on purpose. So this year for Earth Day, Fat Tire, the brewery made a beer called Torched Earth which is by the way, a great name, because it’s a pun but it’s a bad beer on purpose.
I love brands that are willing to stand by their convictions and do things that they stand for. And let’s admit, this is probably a publicity stunt as much as anything else, but it’s a great publicity stunt. They wanted to draw attention to the fact that over 70% of Fortune 500 companies don’t have a real climate plan at all and to try to put a little pressure on them. And so they did in fact get a lot of attention for Torched Earth beer.
It’s made with the kind of ingredients that we might have to make beer out of if we don’t take climate change seriously. So a lot of the plants are extracts instead of the real thing. Instead of hops, it’s using dandelions and the water, instead of fresh, clear, mountain water, is smoke-tinged and it’s a pretty dramatic gesture. I love that they did that. I think that that’s very authentic and very brand-building for a brand to lean into. Call it a stunt, I don’t care, to lean into something that’s heartfelt and passionate for them. Good branding. It’s BrandTrue! What do you think? Let me know. Bye!
