Beer News Blog

An innkeeper’s most important job is to encourage temperance, and in order to act responsibly we sometimes have to give a guest the bad news that they will not be served. We’re used to getting a wide range of responses, but even the most determined bartender would be intimidated by the situation reported out of Assam Province, India.

Herds of wild elephants are running amok, damaging crops and destroying huts as they look not for peanuts, but for beer—although they do go well together.

The huge pachyderm herds attack small rural villages, sending residents fleeing for their lives. And flee they should—in the last two months five people have been killed by thirsty elephants.

“The villagers saw the elephant herd and fled their homes fearing for their lives. The same herd is terrorizing people in nearby villages as well, damaging their crops and properties,” said a local official about a recent elephant herd’s apparent “Blitz for Schlitz”.

As reported in a previous dispatch, the tradition of home brewing is alive and well in places all over the globe, and this remote area of India is apparently a strong part of that heritage. Somehow these massive mammals found out about the hut-brew, and their determination to fill their trunks has created chaos thoughout the area.

“We have noticed that elephants really relish guzzling the rice beer which many tribal people and tea garden workers ferment at home,” said a noted elephant expert and teacher at a local college of veterinary science. I can only assume the Indians are concocting some seriously good home brew (note to self: get that recipe).

Conflicts in Asia between humans and elephants have increased markedly in recent years as we continue to encroach on the elephant’s habitat. In the last 5 years alone about 150 Indians have been killed during elephant rampages, making it even more dangerous than Fraternity Row on Saturday night…probably.

So a toast and a cheer from bartenders everywhere: to those brave Indians risking all for their right to brew and hoist their very own pint…Hip, Hip, Hooray!

But if you need help telling irritable elephants they will no longer be served, you’re on your own.

On Monday the Wall Street Journal reported Anheuser-Busch will continue to be the only alcohol advertiser during the Super Bowl through 2012.  Last week Anheuser-Busch inked a deal with NBC to ensure their run on one of America’s most watched sporting events.  This deal solidifies Anheuser-Busch’s advertising run during the game, having already signed contracts with CBS and Fox for the years they air the NFL’s championship game.  Over the year Anheuser-Busch has had a strong presence during these games, oftentimes unveiling some of their most popular commercial campaigns during the Super Bowl.

The move is consistent with Anheuser-Busch’s advertising strategies, which include running spots during the most watched sporting events in America.  The deal with NBC also included exclusivity for alcohol brands during the Ryder Cup and President’s Cup between 2007 and 2011, and similarly during the broadcast of the Kentucky Derby and The Preakness until 2010.  Although not a shock, the move does cement Anheuser-Busch into five of the most-watched broadcasts through the end of the decade.  In simple terms, that’s pretty darn significant.

Opponents argue, however, that the move suggests that Anheuser-Busch needs to be a part of these events to stay relevant.  While other companies are seeking new media and more clever advertising to increase brand awareness, Anheuser-Busch may rely too heavily on the popularity of big events like the Super Bowl. 

Like my old man used to always tell me, when you are on top there is only one way to go - down.  Other companies will use their “underdog” status to their advantage as they scratch and claw to reach the number one position.  The one advantage that Anheuser-Busch will always have to stave off competitors is the fact that they have a delicious beer.  Anheuser-Busch is one of the most well-known beer brands on the planet; more likely than not, that won’t change.  As long as men and women bust their butts at work each day and bars continue to have happy-hours to cheer them up, Anheuser-Busch will always be relevant, Super Bowl or no Super Bowl.