The proliferation of Fake News, has, up until this year, left the beer industry untouched. Sure, there was once the infamous Corona liquid fake news, which began out west and spread like wild fire. Fortunately, however, the distributor who started the vicious rumor was quickly determined and Barton/Gambrinus immediately doused the horrible story. Some damage was done, but the after effects quickly dissipated and the rest was history.
This blog once told the story of Coors Brewing Company’s accusation that AB and Schlitz had fusel oil as a byproduct of their brewing process. Once again, a few well-placed phone calls and the issue quickly disappeared. It was, however, not a good look for the industry.
Social media has been the godsend of the craft industry to date. One might agree that the industry would not be what it is today without this relatively new form of communication. Social media has allowed local crafts to talk directly to their consumer and potential consumers, telling their story without any obstructions, and better yet, without the major costs associated with the traditional above-the-line advertising. Everyone uses social media, including the big boys, albeit, by looking at the numbers, not quite as well.
In the 2016 presidential election, it was clear that social media played a significant role for both parties. That single election will change how campaigns will be run in the future. The losing party, and those who supported it, are now using social media to attack the winning party, using the term fake news, or simply making up negative stories about the other side and sending said stories out on the internet.
Fake news is also being used to galvanize voters and raise money. It seems to be working if you believe the reports on TV. Just look at all the protests being held on campuses, the rallies, speeches, and marches.
As more and more breweries struggle to get established and grow, the question becomes, when and how will fake news be used in the beer industry? A craft could spread a vicious rumor about another brewer’s product using fake news. One might even start a fake news story about a successful brewer selling out to AB or MC! This could certainly create opportunities for the fake news brewer. Fake news could announce a pending major price increase, or start a personal campaign against an owner. All types of fake news could be started and would accomplish nothing but hurt the overall industry.
We have just seen a number of key retail outlets discontinue product lines associated with the President or his family. Companies are taking a political stance regardless of the possible consumer response. This type of political involvement has not yet been fully played out to see just how this will affect said retailers’ overall sales. This could, however, be a direction any number of crafts will soon take.
The beer industry has been, and always will be, highly visible to the consumer given that beer is such a personal product. Let’s hope that political stances and fake news stay away from our industry.
The thing about the truth is, not a lot of people can handle it….
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