Olly Wehring

Provenance - Does it REALLY matter?

By: Olly Wehring - 31 August 2011 17:16

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I love the word 'provenance'. Or, rather, I love that, to some in our industry, it is the very meaning of life while, for others, 'provenance' is a region of France.

That Heineken's UK arm got a wrap from the country's advertising watchdog this week over misleading the consumer about Kronenbourg's provenance has served only to stoke my love for the word.

I must admit, I take tremendous pleasure in making drinks executives squirm by asking them where their provenance-emphasised (or, in some cases - Malibu? - provenance-named) brands are produced.

While Chris has said plenty on the matter earlier today, let me refer you to the opinion of a senior-placed drinks executive, who earlier this month told me that "provenance is important only if the consumer believes it is important. If it doesn't matter to the consumer where his beer comes from, then there's nothing anyone can do to make it matter."

 

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