Blog: Anheuser-Busch InBev – Hey, everyone. Come, see how good I look
Olly Wehring | 3 February 2011
It was Mrs Wehring's birthday yesterday. She got lots of surprises on the day, the lucky lady. She likes surprises - who doesn't?
It's a pity, though, that Anheuser-Busch InBev's attempts to give the UK drinks media a surprise yesterday failed so dismally. The unit's launch of the cider extension of the Stella Artois brand was set to be heralded by a lunchtime press event, the details of which had been kept very hush-hush.
How exciting, we in the press corp thought. What could this be about?
Sadly, the surprise bubble was burst prior to the party, with A-B InBev choosing to issue full details of Stella Artois Cidre to a UK publication prior to the event.
This isn't the first time a 'surprise' product launch announcement has been trumped. I shan't name names - actually, I will, Britvic.
It's also not the first time that news of the arrival of a new product from A-B InBev has got out before the company was ready. Back in 2008, leaked news of the impending arrival of Stella Artois 4% prompted the hasty arrangement of a press conference in London - so hasty, in fact, that no samples of the beer were available to manhandle or taste.
Now, it's very easy to take potshots at companies the size of A-B InBev - indeed, some appear to take tremendous pleasure in doing just that. But, we here at just-drinks are always keen to search out the good in a company, regardless of how big they are.
It proves nigh-on impossible to do just that, however, when a company believes its next big thing is so great that it warrants a literal unveiling, with trumpet-y fanfare, silk throw and 'ta-da' jazz-hands, only for news to break elsewhere beforehand; even moreso if the company concerned broke its own embargo willingly.
You'll forgive me, then, for politely declining any future 'we're-not-going-to-tell-you-what-it's-about' invitations. My heart just can't take the crushing disappointment any more.
It would appear that the folk at the UK arm of Carlsberg have this year found the 'gimmicky' drawer in the marketing office....
It's a popular grizzle and one I'll admit to having on at least one or two occasions… a day. Why do people post photos of their food and/or drink on to my social media feed?...
After a 2014 it'll want to forget, Treasury Wine Estates has some good news....
The garden shed is usually home to some spiders, a lawnmower and a few half-empty paint tins. ...
- Diageo Q4 & FY - Preview
- Is Diageo approaching its "Et tu, Brute" Moment?
- Has Diageo added Beer to its 'Non-Core' List?
- Diageo " knew United Spirits would be complicated”
- Focus - Diageo's FY Performance by Region
- NPD: Tomatin Contrast, Cù Bòcan
- Diageo, Heineken end South Africa, Namibia JV
- Challenges remain as Diageo posts flat FY sales
- Bacardi creates Bacardi rum marketing role
- Diageo comm's director latest to leave
- Global gin insights - market data, product innovation and consumer trends research
- Global rum insights - market forecasts, product innovation and consumer trends research
- Global Tequila insights - market forecasts, product innovation and consumer trends research
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
- Global cachaca insights - market data, product innovation and consumer trends research