Why is it alright for Don Cherry to go on Hockey Night in Canada and tell a story about the time he got together with the boys for a couple of “pops” but not about doing shots at the bar?
Matthew Bellamy, a Carleton history professor whose article “Under the Influence” appeared recently in the Walrus magazine, says that it’s all thanks to savvy marketing by Labatt and Molson after Prohibition, which not only kept beer in Canadian stores but Canadian hearts as well.
In the early portion of the 20th Century, all alcohol was considered the same thing—the Devil’s Liquor. Brewers needed to disassociate themselves with alcohol’s negative stereotypes. According to Bellamy, Labatt and its allies created an educational campaign which not only promoted their product, but “cemented moderation among our national values.”
Bellamy states that 10 million Canadians drink 2.2 billion litres of beer each year, which makes it the most consumed alcoholic beverage in the country.
“It’s a social thing. There’s nothing like grabbing a beer with a couple of your buddies after a long day,” says Ken Giroux, a beer-enthusiast and pal of mine.
This kind of thinking is exactly what the Molson Coors Brewing Company and Labatt sell in their advertising. They don’t sell beer, they don’t even sell a particular lifestyle. What they do sell is Canada.
The people in these commercials are “Canadians” who come from the greatest country on earth. Even the Conservative government couldn’t have come up with better propaganda.
It feels good to have a strong voice on TV tell you that you are special. It’s comforting to know that Canada produces the best of everything, from peacekeeping to poutine. When we hear this message, it’s easy to see that obviously no one can brew beer like we do.
Giroux says he thinks it’s ironic seeing these commercials because Molson is not even a completely Canadian company. In 2005 it merged with Coors to create the Molson Coors Brewing Company.
It is easy to get lost in all the chest bumping and testosterone of advertising, but the fact remains: Molson is a corporation trying to get you to buy their product. They are not local, they’re global.
Buy your beer based on taste, buy it based on quality, or buy it based on supporting local business. Buy it for whatever reason you want.
But don’t buy it because a voice on TV told you to.
—@alexsbrockman
