Yes, it might be strange to write something to a beer. But as they say before writing anything: know your audience. And trust me, I know my Guinness.
When I’m having a Guinness, I’m usually thinking about marketing. When I’m busy marketing, I’m usually thinking about Guinness.
And as I was doing both the other day, I was think about Black Friday and how Guinness is missing a huge opportunity to market their beer.
Guinness sells itself as the “official beer” of Halloween because it’s black (although purists will tell you that Guinness is actually a dark ruby red), one of the two colours associated with Halloween. But the connection doesn’t really work for me. I think they should drop that campaign and start being the official beer of Black Friday.
Guinness is beer that’s an acquired taste. The company shouldn’t be pushing beer drinkers to buy it, but to try it. Just one day a year they should call on all those who “settle” for the usual domestic fare (e.g. Blue, Canadian) to just simply take a taste – try it. That one day should be Black Friday.
If Guinness can convert beer drinkers on Black Friday, they’ll be more likely to drink more Guinness during the holiday season, and will definitely have acquired the taste by the time St. Paddy’s Day rolls around.
And doesn’t cozying up to a nice glass of Guinness beside a fireplace in a warm pub while others fight the Black Friday shopping madness sound like a good idea?
I think it does, tonight you’ll find me at The Queenshead in Oakville 🙂