Let’s face it – we all go on brewery tours for the free beers. Heineken understands this, and has pretty much done away with all of the real brewing aspects of the show, while giving customers a strong dose of the Heineken experience: an extended opportunity to view Heineken ads, drink shots of beer offered from a Heineken star shaped bar, listen to hip-hop in a darkly lit room (chandelier of bottles of course) with ads blaring on all 4 walls and even make a music video with men in lederhosen as background singers. The most exciting part of all, though, was the “Brew U” experience, wherein we did not have a tour guide, nor did we see the actual brewing or bottling of beer. Instead we stood on a platform and got heated up and tossed around like malt.
But, perhaps, I’m just a crotchety idealist. This might be the most brilliant marketing strategy of all time. Customers who already have at least a passing interest in your product willingly pay 15 euros to be subjected to a 2-hour, full-sensory experience of it, with beer! When we ended the tour, I asked around to some of the other people who had participated, and they had a great time. People were loving it! They didn’t feel ripped off at all. And they weren’t all just 18 year olds stoked to be free of the drinking age restrictions in their home countries. They didn’t even realize that they had paid for pure advertising, but then, isn’t that the most effective kind?
Heineken might have one heck of an ad agency, but I can’t help but wonder if this sensory overload approach creates the same depth of loyalty as a more authentic experience might otherwise. Take for example the Anchor Steam tour. Anchor Steam is a San Francisco brewery that offers free tours twice a day, five days a week. On these tours, you actually get to see the place in action, talk to the brewmaster and even learn a thing or two about how beer is made and what makes Anchor Steam different from other beers. Here’s the 72 hour fermentation process boiled down to 18 seconds.
And, as only those who have been on the tour will tell you, it ends with all the beer you can drink.
I have got to tell you, I tell people about the tour every time I get the chance. I feel truly loyal to this product because of having the authentic experience of seeing it made. As a resident of the city where Steam Beer is brewed, I feel good every time I support this local business with my purchases. This is a beer I feel good about drinking.
Heineken, on the other hand, will still taste like Heinie to me.
Readers, what do you think? Is aggressive, yet innovative, marketing the best way to gain consumers’ trust?