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Real Beer For Real Men – A Niche Market?

An Australian beer company tries the ‘buy our beer and save yourself from metrosexuality’ approach.

I’ve been to Australia and can tell you that the beer in question certainly isn’t going to sell itself on something as gay as, er, tasting nice.

I doubt this approach, however ironic it may be, is going to be very effective.  Several ailing American brands, including Hummer and the Republican Party, tried the reassuringly retrosexual approach a few years back, and look what happened to them.

Traditional beer manufacturers have been hit hard by metrosexuality, especially in Australia which, for all its Crocodile Dundee image abroad, is one of the most metrosexualised countries on the planet.  Australian men no longer just drink ‘beer’ (‘Pint please, mate’ ‘What kind?’ ‘What kind?? Do I look like a pooftah!?’) – and instead actually have tastes and preferences.  Even if they still drink beer – and not many young men do – they have standards.  How lah-dee-dah. Even worse, they no longer spend all their disposable income on ‘beer’, but lots of other consumer products, including of course clothes, gym membership and vanity products.

How times have changed.  I remember UK beer ads from the 70s and 80s which sold beer as the essential and compulsory ingredient of masculinity. Some were fun, but generally there was something slightly depressing about them and the men that appeared in them. The masculinity represented in them was generally as mass produced and industrial as the product, and pretty much all the ads depended on the idea that men needed to be medicated with cheap alcohol to enjoy one another’s company.  And there always, always had to be at least three of them in case we though they might be getting up to any funny business.  ‘Beer’ was boring normality on tap.

That tap is running dry.

Tip: M Castro