A few larger craft brewers have gently experimented with TV advertising in the past, but for the most part, craft brewers have stayed away from the high cost of TV.
That may be changing.
Once the sole domain of the major brewers, two new TV ads from craft brewers have just launched. “Mainland” from Kona Brewing Company was rolled out last month and New Belgium just released a new TV spot. This is the second year of TV ads for New Belgium.
By contrast, Anheuser-Busch InBev and MillerCoors spent a combined total of $ 1 billion on media advertising last year.
But as craft grows and matures, we may see more brewers jump into the medium, especially those owned or partly owned by the major brewers. Kona is owned by Craft Brew Alliance, which Anheuser-Busch InBev owns 32%. Kona was first brewed in Hawaii 20 years ago, but is now brewed in a variety of pants, including Oregon, Washington and New Hampshire.
Will Goose Island ads hit soon?