July 6, 2010
Back then
Beer haul
Originally published in NZ Marketing March-April 2010, page 104
In an effort to reduce the harmful use of alcohol, the World Health Organisation recently decided on its draft global alcohol strategy. And while there are already plenty of restrictions on the marketing of alcohol in New Zealand, especially to the young’uns, Kiwi marketers can expect to be on the receiving end of a few new regulations if it is adopted, particularly when it comes to the frontier realm of social media marketing and the complex issues associated with communications crossing borders where different laws may apply.
Things seemed much simpler back in the day, as evidenced by these old ads from Dominion Breweries (happy 80th!) that feature a greased up muscleman chopping down a Double Brown, stoic men of the land wearing checked shirts, soldiers, fisherwomen and a glass boot filled with the finest amber nectar.
It’s also interesting to note some very early attempts to tap into a more civilised Kiwi beer-drinking market, with the stylish art nouveau number showing a well-dressed, unaccompanied madam increasing her social standing by sampling a ‘fragrant and refreshing’ beverage, or the DB beer family being cast as the perfect accompaniment to cheese and crackers.
At least one thing has remained constant: nothing says refinement like crate bottles.
