Don’t drink too much now…

Promoting a brand is essential to position it properly in the eyes (or in this case the taste buds) of the target market. You can promote through advertising and standard media, but also through every item of marketing material the potential customer experiences.

On a trip to Austria last year I stumbled across this interesting way to promote one of the country’s many regional beer brews. The brand is Gösserbräu. It’s not a major brand, but it’s interesting to see the problems its owners have managing P for Place, just like any major brand.

On the biergarten menu the publican had decided to promote the brand as

naturally cloudy, digestible, smooth and [WAIT FOR IT.....] … diuretic.

I’d like to say I’ve mistranslated this, but my native speaker informants tells me it means what it says. This beer will make you pee more…

Great benefit. Remind me next time I go for a lunchtime meal there to take a bucket with me.