09/17/2002   English German
  Edition # 39  
San Francisco, 09-17-2002

Latest from the Beer Front
Figure [1]: Allegedly a German beer: "St. Pauli Girl"

Michael By the way, besides Beck’s, Americans consider the brand 'St. Pauli Girl' to be German beer. I could barely convince a colleague that there's no way that's German. Unfortunately, I then lost a bet over it because, according to their website, the brew is supposedly made in Bremen (is that really Germany?). However, I have never seen it for sale anywhere in Germany. It also tastes awful, so I don’t think anyone in Germany would buy it."

Figure [2]: Gay beer advertisement

Recently, I noticed a small advertisement at our table in a well-known bar, where two affectionate gentlemen were actually promoting a brand of beer! Major American beer manufacturers find themselves in a dilemma: the gay community in San Francisco not only loves to party and drink beer, but on average, they also have quite a bit of money to spend on it. A group that undoubtedly needs to be targeted with advertisements!

On the other hand, brewing companies don't want to shake up traditional values. The good ol' boy from Texas must not, under any circumstances, believe that drinking Miller beer is somehow "gay" -— otherwise, he might never again casually chug Miller with his football-loving drinking buddies. Consequently, the big beer companies only run targeted ads in areas where the target group is disproportionately represented. I'm waiting for the day when the billboard installers accidentally mix up the ads for San Francisco and Houston, Texas.

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