It's no longer good enough to be a mass media brand. We have to learn how to sell small.
More Quotes from Bob Lachky:Of course, some experts simply say beer has become the boring drink. ... You aren't going to drink vodka gimlets after you mow the lawn.
Wine has done an excellent job of romancing their process, and I think we need to do more of that, ... It should be about the glory of the liquid and the experience and the refreshment and the long brewing tradition.
It starts to send a different signal about the demographics of beer. It starts to paint a slightly different picture than what people might come to expect (from beer), and it totally puts a different face on beer.
This whole premise of 'Who would you like to have a beer with' has incredible legs. We envision this as an industry platform that can run a long time.
There is no other media event in which we can reach so many beer drinkers at one time, which makes this a very efficient media buy for us.
Readers Who Like This Quotation Also Like:I think there is a good deal of promise in those discussions as well. I think there is a range of matters that might be discussed between NATO and Russia that can provide a mechanism for talking through these issues, a way to give reassurance on these issues.
In my experience of these things, parties which shout about dirty tricks and the like tend to do so because they fear a direct hit in some vulnerable part of their political anatomy.
We believe in fair exchange rates and Japan doesn't practice that. They have massive U.S. dollar reserves, and they use them to intervene regularly.