Saint Arnold Fermenter – Naming Rights on eBay is Great Public Relations

SaintarnoldbeerfermenterSome brands enjoy a disproportionate amount of warm fuzzies.  It helps if you sell beer and your product literally makes people happy.  So no surprise that St. Arnold Brewery is one of those brands that enjoys love from their customers. 

Saint Arnold is well known in the Houston area for their brewery tours where everyone gets a free "half cup" of beer.  But if it is a St. Arnolds mug it doesn’t matter how BIG your beer stein, you still get a "half cup."  So basically what you have is repeat offenders showing up with giant mugs (portable barrels with handles?).  Very odd for a first time attendee who of course wonders what the heck is with these people!

Saint Arnolds is now auctioning off the naming rights to their new fermentation tank.  Great public relations and with the bid at $1501 as I write this that is real money.  Here is the eBay listing.

Naming rights to new Saint Arnold fermenter

Become a saint! Win the naming rights to our newest fermenter. It is our first 120 bbl fermenter (that’s 3,720 gallons), twice the volume of our existing tanks. To put that into terms you can understand, that’s 1,653 cases of beer. The tank to be named is prominent to the tasting area. This means people will be thinking of you while enjoying a good beer. Then you can join the previous winner, St. Gonzo, along with our other saints Adrian, Brigid, Columbanus, Dorothy, Edmund, Florian, Gall, Hildegard, Idesbald, Jacobus, Lawrence, Matthew and Nicholas (all are actual saints of brewing). The proceeds will assist us in purchasing even more fermenters so we won’t run you out of beer.

In the disclosure category, Dan Keeney (a client of ours) sent me the link to St. Arnold as I believe they are a client of his.  But hey, if I could afford it, I’d be all over that fermenter.  Of course I’d probably have it signed with someone else’s name for fun, but what the heck?!?

update: And the winning bid was US $4,002.00 by elsambomeister

Newspaper industry reads writing on the wall – develops concern for google base

I mentioned google base and google trying to enter their own Chili while still being the judge of the chili contest (excuse the metaphor).  The NYT and Gawker are both commenting as well that while brands may be built on PR, the media empires still have some teeth and won’t like seeing their ad revenue dissappear.

http://www.nytimes.com/2005/11/21/business/21carr.html

The scariest development for the newspaper industry was the announcement (on that same Wednesday) that Google, the search engine company that wants to be the wallpaper of the future, was going live with Google Base, a user-generated database in which people can upload any old thing they feel like. Could be a poem about their cat, or their aunt’s recipe for cod fritters with corn relish.

Or, more ominously for the newspaper industry, people could start uploading advertisements to sell their ‘97 Toyota Corolla. Craigslist kicked off the trend, giving readers a free alternative to the local classified section. If Google Base accelerates the process, the journalism-school debates over anonymous sourcing and declining audience may end up seeming quaint.

(Several links added by me.)

I found the link through Gawker.  So, it now qualifies as juicy gossip although not quite as good as Kate Moss.

What it does mean is that google and blogs are literally going to put traditional newspapers out of business.  Not sort of, kind of, maybe, but literally the revenue stream for printed newspapers will be removed, already is being removed, and when that happens they are hosed.  Speaking as someone in Houston where the Chronicle with few exceptions is a reprint of AP Wire Services, I don’t know that I will miss it.