–Dan Kelly, Attorney

Sometimes the world hands you lemons, and sometimes it hands you lemonade . . . or free beer . . . or even free advertising.  What serendipity for the Bud Light, Red Stripe, and Blue Moon brands that the media’s most recent tempest in a teapot has culminated in a “Beer Summit,” and that it is being widely reported that the principals will quaff these three brews while finally solving the nation’s proverbial race relations problems.  (The last clause of that sentence is hyperbole.)

While this occasionally happens–a commercial product being in the right place at the right time in a news cycle–the Internet adds a whole new dimension to the import of appellations like “Beer Summit.”  (And, by the way, it is high time for some new hackneyed appellations in political reporting.  “___ Summit” or “___-gate” are quite tired for being applied to every controversy / scandal / kerfuffle / etc. that touches D.C. politics.)  So, imagine all the Internet searches occurring today for the “beer summit,” and how that may impact an event like Beer Summit or a company like Summit Brewing Company, which, after news results, are generally the first and second hits in Yahoo, Google, and Bing search results for the string “beer summit.”  Interestingly, Summit Brewing’s website is generally the top hit for the search string “summit beer,” so word order is relevant in search strategy.

Cheers!

  • Doug deGrood

    Funny you mention this. The current advertising campaign for Summit is titled, “Get to the bottom of it.” “It” meaning ponderous questions about life, the universe, etc., as well as a more meaningful Summit Beer.
    Radio ads feature a spokesman interviewing real, live bar patrons, getting their reactions to questions ranging from “Does the 5-second rule apply to beer?” to “Did Noah have termites on the ark?” And in one spot this spring, “Should Summit Beer sponsor a Mid-east Beer Summit?”
    Thought you’d like to know.
    Doug