Blog: Olly WehringRed Stripe - calling out to 'the kids'

Olly Wehring | 21 May 2007

Last weekend, Wells & Young's were kind enough to invite just-drinks to attend The Great Escape festival in Brighton, which was sponsored by its imported beer brand, Red Stripe.

With the promise of some quality live music and beer-fuelled partying, we took time out of our busy schedule of work, work and more work, to find the energy to succumb to the debauchery -  It’s not like us at all, we're usually quite shy and restrained.

Having already seen the brand strutting its stuff at The Camden Crawl music festival in London last month, we were pretty geared up for what lay ahead. Fantastic bands, handpicked to appeal to the hearts and minds of the younger underground indie music scene which so many drinks companies strive to reach.

Rare appearances of artists including Willy Mason, The Magic Numbers, British Sea Power, The Alones, The Midway State, The Foals, The Pigeon Detectives, Tiny Dancers, Art Brut, The Besnard Lakes – all held in intimately unpretentious venues, complete with band members lugging their own kit and chatting to fans. We loved it.

A quick note, for any competing drinks companies considering their next investment for 'the kids'. Might we suggest a few pointers:

Research is crucial, but understanding the mindset of your audience is better. Talk to them, don’t get another company to survey the suburbs for clues of what the younger drinkers are looking for and listening to.

Failing that, get yourself a DAB radio and listen to BBC 6 Music, scour Soho’s Berwick Street for albums, or speak to my news editor, Jessica.

It would be stretching the truth for me to claim I have my finger on the nub of youth. That's what Jessica's here for.


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