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.
More Quotes from Bob Lachky:It's no longer good enough to be a mass media brand. We have to learn how to sell small.
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.
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.
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Consider your origins: you were not made to live as brutes, but to follow virtue and knowledge.
With two thousand years of Christianity behind him... a man can't see a regiment of soldiers march past without going off the deep end. It starts off far too many ideas in his head.
I'm not going to take this defeatist attitude and listen to all this crap any more from all these people who have nothing except doomsday to predict.