14
BEVERAGE MEDIA
April 2013
BEER
TOP
10
Rank BRand
ScoRe
1
Heineken
Genius
1
Budweiser
Genius
3
Bud Light
Gifted
4
Stella Artois Gifted
5
Samuel Adams Gifted
6
Coors Light
Gifted
7
Sierra Nevada Gifted
7
New Belgium Gifted
9
Blue Moon
Gifted
10
Guinness
Average
10
Miller Light
Average
CONNECTION
NEW MYPOURPAL APP
connecTS
BaRTendeRS WITH ReGULaRS
MyPourPal touts itself as the app that links bartenders to
their regular customers. Bartenders and mixologists can
send out a message about specials and promotions, and
customers are then able to message their friends to join them at a favorite bar or event.
Bartenders can message regulars and friends without having to divulge personal data and
can save time by posting their message simultaneously to Twitter and Facebook. The app
is available now at iTunes for $0.99. Initial efforts focus on New York and New Jersey with
additional markets rolling out in third quarter 2013.
mypourpal.com
HEY BARTENDER
4
th
Row Films debuted their
documentary
Hey Bartender
at
SXSW in March. The film, written
and directed by Doug Tirola,
focuses on two bartenders—
Steve Schneider at Employees
Only in New York City and Steve
“Carpi” Carpentieri of Dunville’s
in Westport, CT—in the era of
the craft cocktail. The film offers
rare access to some of New
York’s most exclusive bars and
restaurants, and features cocktail
luminaries including Dale DeGroff,
Jim Meehan, Julie Reiner, Dushan Zaric,
Charlotte Voisey and Dave Wondrich
among others. The film is expected to
hit select theaters nationwide in June.
facebook.com/heybartenderfilm
L2 THINK TANK
RaTeS BeeR’S dIGITaL IQ
L2, the digital brand activation think tank
has turned its attention to the beer category
with its inaugural digital IQ index for beer.
The benchmark study measured the digital
competence of 50 beer brands using
four measures: website, digital marketing,
social media and mobile. Compared to
vertical studies of other categories like
beauty, beer only had two genius level
brands: Heineken and Budweiser. Heineken
leads in Twitter followers, Youtube channel
views, Facebook “likes” and was cited for
its James Bond-related “Crack the Case”
interactive game. Budweiser surged with
smart Super Bowl ad buys. A previous L2
report praised Absolut, Bacardi and Jim
Beam as having genius-level digital IQ
among the top 69 spirits brands. To read
more about the results, visit
L2thinktank.
com/research/beer-2013/
WeaTHeR GUY IS
‘COMFORTABLE’
Southern Comfort’s “Whatever’s Comfortable”
digital campaign features a man in a speedo
sipping Southern Comfort rain or shine. The
brand and Wieden+Kennedy New York launched
comfortableweatherguy.com
as a fun way to get
weather updates from the man who does his thing,
in snow, sleet, rain or sun. The site is accessible
via tablet and mobile, and can pick up your location,
so no matter where you are, more than 80 possible
scenarios can portray the Comfortable Guy enjoying his
drink in whatever weather you are experiencing.
Steve Schneider,
Employees Only;
director Doug
Tirola; and Steve
"Carpi" Carpintieri
at
Hey Bartender
premiere
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