IGTV was launched this summer by Instagram as its longer video-friendly variant where any creator can post their creations. It’s already gotten the attention of Anheuser-Busch InBev. The company is looking to promote its craft brands through a social media campaign via the “long-form vertical video” app using a new set of videos it will release. The Brewers on Tap series entails maybe three mini movies (only one released so far) hosted by Christina Perozzi — cofounder of The Beer Chicks, overall beer expert, Certified Cicerone, educator at Goose Island, co-author of The Naked Pint, etc., etc.
Perozzi talks with Jaron Mitchell of 4 Pines Brewing Co. (Australia), Mark Burford of Blue Point Brewery (New York state) and Jasper Cuppaidge of Camden Town Brewery (London). It’s interesting to note the international diversity of the video and makes you wonder when we’ll see those international brands in the United States. Oh wait: 4 Pines Brewing is distributed in California and Florida and contract brewed in the United States by Sleeping Giant Brewing Co. in Denver.
Early on in the video above, Perozzi asks: “What do you think craft beer is now? Do we even want to use the word?”
“I think the term will be gone in a couple of years’ time,” answers Mitchell. “Probably long before our time there was another term. Probably used to be called lizard beer.”
Lizard beer? Mitchell actually says “illicit” beer, according to an ABI PR rep that contacted us, which makes way more sense. But why even bring up the term craft beer? It feels heavy-handed and ultimately a losing argument for those who care about craft beer. You wish they’d just stick to celebrating their craft brands’ histories and unique cultures and products. Marketing firm Barbarian created the videos, and they will go beyond IGTV, noting Instagram alone is now a global community of one billion. According to Food Dive:
Leo Leone, executive creative director at marketing firm Barbarian, said the campaign aims to address skepticism toward ABI’s role in the craft brewing industry. The narrative consists of more than 20 social deliverables on Facebook, Instagram, IGTV, LinkedIn and YouTube, per the statement.
The interviewees go on to talk about how they have more resources, their beer is better quality, how lagers are difficult to brew and how if you’re talking too much about the ingredients, well, you’re probably not really enjoying that beer. It’s all very subtle.