The World Of Beer:
Frank Zappa famously quoted “You can’t be a real country unless you have a beer and an airline. It helps if you have some kind of a football team, or some nuclear weapons, but at the very least you need a beer.” I´m not suggesting for one minute that this is true but this illustration certainly seems to resonate with Franks famous wit. Some of the smaller countries even name the beer after the country like Cambodia beer. All Cambodia is missing are the Nukes and they have the full set of credentials to become a super power.
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The Food and Drink industry worldwide is worth trillions of dollars and beer alone makes up quite a portion of that. For hundreds of years beer has been a staple of the working man of the world. Beer is a highly competitive market and shelf space is limited to the most famous and quirky brands. To stand out in such a crowded market your brand needs to offer something else. It needs to convey a message that says drinking this beer will somehow make you better. Just look at how the major global brands like Bud and Carlsberg advertise their products. When the message has been delivered via the marketing channels it then gets reinforced via the logo. You see the logo and you see what the beer is going to do for you. Imagine you represented a whole nation with your beer. What would you want people to think about when they see your brand? How would you deliver that message? These are some of the things to consider when trying to establish any brand, not just beer and ale. Lastly, what do you think about the beer brand we have selected to represent your country? I know for instance there may be some Aussies out there who might start spitting feathers thinking that the world thinks Australia is best know for Fosters Lager when everyone from Auz knows it´s VB. That´s the real power of global marketing.