Don’t Believe The Hype

Those of you who occasionally look at the upcoming list of topics for The Session may have noticed that I have taken the December spot, with the subject of hype.

I was quite surprised that the subject hadn’t been covered before. There are after all many breweries and beers that can be said to have a lot of hype surrounding them. Some deserved, some not so deserved. The subject came to mind after sharing a bottle of Westvleteren 12 with my brother and father. Other than tell them the name I did not say anything else about it. They enjoyed it, but the reaction wasn’t one that should come from (allegedly) the best beer in the world. My subsequent thought was this, if I had stated it was the best beer in the world, would that have changed the perspective. Likewise, if I was negative about the beer, how would that change the opinion.

I have since been looking for studies, assuming that someone must have done some sort of test before. So far I have been unsuccessful, though I have uncovered a few interesting looking articles. I’d like to conduct a bit of research myself, though I’m not too sure how, and where, and when.

In the meantime though, I’d like to ask for your opinion on the following statement: “Promotion has a negative effect on brand evaluation”. I have a few thoughts, but to avoid influencing the discussion, I’m going to hold back from posting them at the moment.

Also, if you have any links to resources that may be of help to me, please post them in the comments. (788)

One comment on “Don’t Believe The Hype

  1. Alec on said:

    I think hype is a great topic. I am drawn in by it frequently and given the chance to get my hands on the Plinys or Dark Lord id be in that queue. How much would i pay? I am not sure. Ive paid £10 for some 330ml Brewdog beers (Anarchist/Alchemist) and thought it was nice. Thats it. I have paid £15 for Dark Island Reserve because it looks nice and Oh My! what a beer.The first had the hype of being a big IPA etc etc, the latter i didnt hear of until i googled it.

    I definitely think that hype is driven by getting as many people to talk about it as possible, the “personality” of the brewery and the brewer and whether they endear themselves to us. But of course the beer being great should come first, however, i have drank a number of De Molen beers and although they are good beers, i cant say they matched the hype and build up i expected. This link discusses that. http://beerandwhiskeybros.com/2011/10/12/can-hype-ruin-a-beer/

    “Promotion has a negative effect on brand evaluation” – If you consider promotion to be the lowering of price or offering of a bonus when making a purchase, then i would be very happy to take my favourites at a lesser price like anyone would, but would it make me a repeat customer? That comes back to the only thing that matters – the beer has to be great!

    If promotion is the selling of a product by talking about it then some do a great job as they come across as sincere and passionate however when the sincerity does not match the product quality no matter what they say, my evaluation of the brand will never be positive. The current Greene King adverts and their “IPA” as an example.

    Two more links i found – http://blog.ocbeerblog.com/2011/08/16/crafty-beer-hype/
    http://thefullpint.com/dans-blog/the-craft-beer-hype-cycle/

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