“Beer, and you know what you’re drinking” — this was the slogan of a commercial from a few years ago in which Renzo Arbore, with the catchphrase “meditate, people, meditate,” promoted beer as a beverage with low alcohol content, low calories, and as a way to keep a clear mind.
At that time, there weren’t many beer brands. Italians could usually choose their beer quite easily. Then, more recently (at least for me), choosing a beer has become a real mess. Pils, IPA, Weiss, Stout… and so on. And then craft beers, enough to create even more confusion when standing in front of a beer shelf.
But that’s not all. For those who “belong” to the wine world, beer is considered a “non‑comparable” product because, they say, beer starts from hops while wine, beginning in the vineyard, requires more care and a more complex process.
Now, I’d like to skip entirely the question of whether the two products can or cannot be compared, or whether one is more valuable than the other, and instead approach the topic of beer in a more relaxed way.
Beer is certainly a more immediate product and has great appeal, especially when it comes to the young consumer market — a market that, in my opinion, is still difficult for wine producers to conquer.
On the other hand, beer is associated with a very “on the go” way of drinking. Seeing groups of young people with a 33cl bottle in hand is a very common sight. In fact, the beer world may struggle to make its products perceived as “gastronomic,” or as something to pair with dishes other than a hamburger or a hot dog.
So, I would say we are dealing with two different worlds, each with its own challenges. In both cases, I see the need for targeted marketing actions and communication aimed at addressing certain preconceptions.
Of course, this is just my humble point of view. But I can say that trying a Sicilian craft beer paired with Wagyu bresaola had its charm. Interesting aromas and a surprising pairing, to say the least.
Will it be easy to propose this kind of evolution to someone hanging around the town square with a 33cl bottle in hand?
Will it be easy to convert a wine aficionado into ordering an IPA at a restaurant?
Hard to predict.
Together with Mauro Pellegrini, president of the Union of Beer Tasters, we try to share some thoughts — including on whether beer can be approached in a suit and tie rather than in bermuda shorts and a T‑shirt…
