Real Deal or promotional gimmick

[p_elliott]

Jim Beam says their out of Knob Creek till November but in doing so are sending distributor,vendors and writers empty sealed bottles and t-shirts that says I survived the drought. To me this all sounds to me like nothing more that a publicity stunt. To make their product sound so popular that they can't keep up with demand. Shame on Beam for such an out rage just another nail in there coffin for not caring for their consumers and only caring about their profit margin.

[cowdery]

Huh? That's a quick jump to conclusions without any factual support. Is it a "real deal or promotional gimmick"? It is, of course, both. A nine-year-old bourbon takes nine years to make and it is possible to run out if sales go better than expected. Better you should have whiskey to sell but if you don't, why not make the most of it? George Dickel got a lot of publicity from the black label shortage. BT didn't exactly milk the Weller 12 shortage, but it happened and nobody seemed to doubt it was real. Running out says a lot of people like the product. Why not publicize it?

Also, since there is still a lot of KC in the pipeline (i.e., in stores and at distributors), something like this can stimulate demand, clear the shelves, and get the attention of trade as well as consumer audiences. I can understand if you're just a Commie and hate free market capitalism, but that's no reason to doubt the underlying circumstances.

[Josh]

I can understand if you're just a Commie and hate free market capitalism, but that's no reason to doubt the underlying circumstances.

Well I'm a commie and I hate free market capitalism, but I believe them. They're in it to make money. That's how it goes; as a prophet once said, it's all about the benjamins, baby. Why not make the best of a challenging situation and have some fun with it?

[ThomasH]

They can keep the empty bottle, but I'll gladly take a free t-shirt if they want to send me one!

Thomas

[tommyboy38]

At least there's plenty of Red Stag. That crap is everywhere.

[ILLfarmboy]

Well, I'm a hard core capitalist. I don't doubt Beam could be running short of aged stock that would go into KC but that doesn't mean I necessarily like the concurrent publicity stunt. Sending distributor, vendors and writers empty sealed bottles and t-shirts that say "I survived the drought", strikes me as crass. Perhaps, my opinion on this has been influenced by Beam's release of Rye One and Red Stag, neither of which are directed at hard core lovers of American whiskey. Beam's new products seem to be aimed at 20 something adolescents so it doesn't surprise me that their marketing schemes are childish. As Chuck pointed out BT didn't pull the same kind of stunt when stocks of Weller 12 were in short supply. And, in comparison to Beam, I now respect them for it.

[independant]

Seeing as KC is the number 1 selling small batch in the world I believe that this shortage was forseen a long time ago and now they are sending out empty bottles and tee shirts as a marketing promotion. Personaly I don't really care for KC but I would liked beam better if they came out and said sorry and gave out coupons or something.

[jburlowski]

Well, I'm a hard core capitalist. I don't doubt Beam could be running short of aged stock that would go into KC but that doesn't mean I necessarily like the concurrent publicity stunt. Sending distributor, vendors and writers empty sealed bottles and t-shirts that say "I survived the drought", strikes me as crass. Perhaps, my opinion on this has been influenced by Beam's release of Rye One and Red Stag, neither of which are directed at hard core lovers of American whiskey. Beam's new products seem to be aimed at 20 something adolescents so it doesn't surprise me that their marketing schemes are childish. As Chuck pointed out BT didn't pull the same kind of stunt when stocks of Weller 12 were in short supply. And, in comparison to Beam, I now respect them for it.

Speaking of Weller 12... it was supposed to return "in early 2009". Anybody heard any news?

[ILLfarmboy]

Speaking of Weller 12... it was supposed to return "in early 2009". Anybody heard any news?

It has been available in my area since, I think, late April, both in the Quad Cities and down in Peoria.

[cowdery]

I believe Binny's is well-stocked with Weller 12 and has been for some time.

[ggilbertva]

I believe Binny's is well-stocked with Weller 12 and has been for some time.

You are correct as Brett purchased "extra" barrels of Weller 12 which is actually 14 yr 3 mo bourbon from Bernheim.

[smokinjoe]

This usually comes up a couple of times per year, and primarily in response to the promotions of the Maker's Mark marketing team. But, I'm always bewildered at the negative response to some of these businesses marketing efforts. As if, they should just make a product, stick it on a shelf, and shut up. "Outrage"? "Crass"? "Say I'm sorry"? :crazy:Everybody's entitled to their opinion, but this seems a little overboard to Beam's promotion in the Knob Creek case. Who knows why they ran out. Maybe, they didn't run out. Maybe, they just aren't shipping. Clear the shelves? Maybe, business is damn good, and 9 years is a long time to project. Heck, I can barely project what I'm gonna sell next month. Maybe, they went to SAP software (ask Dupont and 3M how that transition went in regards to inventory ) But, creating a little buzz from the problem is a terrific way to work through it, IMO. Anywho, a few random thoughts:

I don't know if you can compare this with BT's response to the Weller 12 shortage. You can take the membership of SB.Com, divide by 10, and you'll arrive at the number of people who even knew (or cared) that there was a shortage. Beam probably spills more KC in a year, than BT bottles Weller 12. The stakes are a little different, so the responses can be different.

Coupons and discounts? For something in short supply? Regular drinkers of KC should pray that they don't RAISE the friggin' price. Only give a discount in this instance to keep your customers from straying.

Hey, create some buzz at the retail level. OK by me. That way, the next time I go to a package store and ask where their bourbon section is, I won't be directed to the Crown Royal or Kessler's area. Now, maybe, they'll say, "Hey, that's where that Knob Creek was". Even though, the knucklehead will probably pronounce the K.

Bottom line, we all market. Just like businesses, we market ourselves everyday. This is America. This is what we do. Sometimes, it's overboard. Sometimes, it's kitschy. Sometimes, it's dumb. We don't have to like it, but I can't blame them for trying.

And, remember. They could've dropped the age statement, and put 7 yr. in there.

[p_elliott]

When Beam has raised the price of KC by 8% in my market in 6 months and now says they can't supply for the next 5 months and it it's all funny and advertising for them. I'm not to "Jump to conclusion" I say it's bad business on the part of Beam you want to alienate me as a costumer your doing a good job. There's better bourbons at better price's I don't need to buy KC or any Beam for that matter. If I would have been Beam I would have been apologizing to my loyal customers for not being able to keep up with demand not making fun of them. Beams actions in the last year has made it clear that they don't take their customers seriously as bourbon drinkers. I will purchase my goods else where.

[callmeox]

Great post. My feelings exactly.

Empty shelves without any notification would have brought hoots and catcalls...letting people know what's happening with a marketing campaign brought hoots and catcalls.

Beam can't seem to do anything right.

[p_elliott]

I just got a left handed email apology from KC from their still house site.

[Joshua]

My girlfriend isn't a fan of bourbon, but in a blind taste she will generally go for lot b, btac wlw, owa, bt, er10/90 in that order. She doesn't know brands, this is purely off taste. It's similar to my tastes, and she HATED KC. HATED IT. Almost spit it back in the glass... only bourbon to get that reaction out of her.

If Beam is after non-bourbon drinkers because of taste, that situation would point me to believe they're doing something wrong. Not to discredit anyone who likes it, obviously people on here who like KC enjoy it and I respect that. I just think this shows the power of marketing Beam has done.

The big KC fans around here refuse to drink anything else, don't know it's made by Beam, and generally aren't the most educated about bourbon. A "shortage" of a "high end" bourbon to that audience seems like an amazing marketing. Although slightly slimey, I can see how an empty bottle and tshirt could lead folks to buying up all they could or ordering a round of shots for their idiot friends in a bar because it's "rare" or something. ((the word idiots being directed to the shot crowd, not people who enjoy KC))

The funny thing is... when I'm at a bar or liquor store, I can sell an insane amount to random people based on just talking to them. Makes me believe that crowd could be converted over pretty easily. If Beam IS low, perhaps they would have to do something to prevent customers asking for other suggestions

[fishnbowljoe]

I just got a left handed email apology from KC from their still house site.

Yeah, I did too. While KC isn't one of the bourbons that I like to sip straight or on the rocks, I do like to drink it with Coke or Pepsi. To me it's one of the better "mixing" bourbons. I don't think I'll run out between now and November either. I have two unopened liters in the bunker, and from what I have seen, there's plenty on the shelves around here. Joe

[ILLfarmboy]

This usually comes up a couple of times per year, and primarily in response to the promotions of the Maker's Mark marketing team. But, I'm always bewildered at the negative response to some of these businesses marketing efforts. As if, they should just make a product, stick it on a shelf, and shut up. "Outrage"? "Crass"? "Say I'm sorry"? :crazy:Everybody's entitled to their opinion, but this seems a little overboard to Beam's promotion in the Knob Creek case....

Just for the record, I don't think Beam, or anyone for that matter, should just make their product and stick it on the shelf. By way of what I mean, "corporate speech" should have the same protections as individual "political speech". (I think it is horse shit that cigarettes can no longer be advertise on TV) I like seeing spirits advertisements on television. Some are done better than others. Captain Morgan's "everybody's got a little Captain in them", is catchy without being low brow, silly or condescending. JD has had some nicely made spots, I remember seeing them on OLN (outdoor life network) mostly during televised rodeo events. In that venue, I can say the same thing about Beam. But this latest?

...... I say it's bad business on the part of Beam you want to alienate me as a costumer your doing a good job. There's better bourbons at better price's I don't need to buy KC or any Beam for that matter. If I would have been Beam I would have been apologizing to my loyal customers for not being able to keep up with demand not making fun of them. Beams actions in the last year has made it clear that they don't take their customers seriously as bourbon drinkers. I will purchase my goods else where.

Exactly!

[cowdery]

The reality is that the people they're targeting will never read this or anything else on this board and those people will respond positively to this campaign (which I haven't seen yet, though I know it's sitting in my mailbox, but I'm not there). I think the condemnations are somewhat kneejerk, but everybody's knee jerks about something. This is all very interesting because it's so different from what went on with Dickel or Weller, which just says to me that companies are all feeling their way around in this brave new world.

[DeanSheen]

To Chucks point :

which just says to me that companies are all feeling their way around in this brave new world.

I'd say look around at the brave new beer world. Now how many of the majors are getting premium prices for their products? In general, most of the quality micro brews come with a price tag and deliver on quality not advertisement. See AB paying out 30 million to promote Bud Light Wheat.

We know Knob Creek is not cheap. We also know that from recent state spirits reports that buyers are moving to cheaper brands. I am inferring that Knob Creek's market saturation is pretty deep at this point. The question is will it remain so at the prices it charges? Do the sheep fuel the "bourbon renaissance" or the more discerning consumer?

Time will tell. The growth in domestic beer has most definitely been fueled by people who have asked a little more, and I'm not sure that the bourbon industry is not the same.

[jburlowski]

I believe Binny's is well-stocked with Weller 12 and has been for some time.

Perhaps, but here in Northern KY, Weller 12 has been absent for 6-7 months. Most high-volume stores keep an open, empty space on the shelves for it. Probably just to personally torment me!

[callmeox]

Great post. My feelings exactly.

Empty shelves without any notification would have brought hoots and catcalls...letting people know what's happening with a marketing campaign brought hoots and catcalls.

Beam can't seem to do anything right.

By the way, I didn't quote SmokinJoe's post, but that's where my "great post" kudos go.

[independant]

While looking over the what did you purchase thread and I have not seen any KC. Does anyone care enough to get any while it is still around or do we plan to wait til its not and complain that there is none.lol

[callmeox]

While looking over the what did you purchase thread and I have not seen any KC. Does anyone care enough to get any while it is still around or do we plan to wait til its not and complain that there is none.lol

There's enough in the pipeline that I doubt the shortage will hit quickly. I usually cruise by the local stores every couple of weeks to see what's up, so if I see the stock shrinking, I'll grab one up just because.

Also, Beam has a bad rep with many "in the know" here, so even if someone picked up a bottle of KC, I doubt they would post about it. It's the moped of bourbons, and we all know the joke there.

[Kevin]

Should we be running to the stores and buying it up like Y2K is comming?

When they are charging 32 bones per bottle, at least in Indiana, i'll pass.