The National BBQ Association says it has dropped Foster’s as a sponsor of National BBQ Week, claiming that the beer’s “laddish” image does not fit with an increasingly sophisticated pastime.
A row has erupted between the association and the country’s biggest brewer, after Scottish Courage insisted it had decided to end the partnership itself and focus marketing support on its own barbecue activities. As a leading proponent of responsible drinking, it is sensitive to suggestions that the brand is aligned with excessive boozing.
Despite Foster’s high profile, the association said it had ended its four-year relationship with the beer brand as one of
the annual event’s sponsors.
“Barbecues are more about family and friends getting together - it’s not just an excuse for a piss-up,” said association president Brian George. “We felt the direction that Foster’s was going in was more aligned to younger people having a party.”
He claimed barbecues were moving upmarket. “You’re just as likely to have swordfish as a sausage at barbecues.”
The association is now in talks with other beer brands, but George said a sponsor might not be in place before the week, which runs from May 31 to June 6. “We’d rather run without a beer sponsor than with the wrong one.”
Foster’s said its core target audience differed from the older demographic profile of National BBQ Week’s audience. A spokesman said ScotCo took “great exception” to George’s “unbelievable” response.
Head of customer marketing, Paul Stanger, said the brand’s interests would be better served by focusing on its own activities. “Barbecues and Foster’s have become inextricably linked over the years. We will continue to maximise the association.”
Helen Gregory
A row has erupted between the association and the country’s biggest brewer, after Scottish Courage insisted it had decided to end the partnership itself and focus marketing support on its own barbecue activities. As a leading proponent of responsible drinking, it is sensitive to suggestions that the brand is aligned with excessive boozing.
Despite Foster’s high profile, the association said it had ended its four-year relationship with the beer brand as one of
the annual event’s sponsors.
“Barbecues are more about family and friends getting together - it’s not just an excuse for a piss-up,” said association president Brian George. “We felt the direction that Foster’s was going in was more aligned to younger people having a party.”
He claimed barbecues were moving upmarket. “You’re just as likely to have swordfish as a sausage at barbecues.”
The association is now in talks with other beer brands, but George said a sponsor might not be in place before the week, which runs from May 31 to June 6. “We’d rather run without a beer sponsor than with the wrong one.”
Foster’s said its core target audience differed from the older demographic profile of National BBQ Week’s audience. A spokesman said ScotCo took “great exception” to George’s “unbelievable” response.
Head of customer marketing, Paul Stanger, said the brand’s interests would be better served by focusing on its own activities. “Barbecues and Foster’s have become inextricably linked over the years. We will continue to maximise the association.”
Helen Gregory
No comments yet