July 11, 2002 -- When the Challenge Cup was in the idea stage, Roger (Baylor, of Rich O's) was one of four bar owners I consulted with on if and how it could work. After Michelob Amber Bock signed on as the major sponsor, we went back to everybody (a lot more by then) who had signed up and told them the plan.

So, sure, we expected there could be negative reaction. We were a little surprised to hear just one protest, plus another that Roger sent but is apparently still bouncing around somewhere in email limbo. Instead, the responses were along the lines of "A few years ago I would have yelled at you ..." and "Somebody has to pay the bills..."

Let me back up a few months. Part of the inspiration for this promotion came from the fact that at my local Walgreen's, New Belgium recently went from three placements to one, Sierra Nevada from two to one, Cabezon (a local brand) from two to none, etc. They weren't replaced by Amber Bock, but by malternatives. About the same time I read an interview with Teresa Zepeda, brand marketing director for SKYY Blue, who said: "We are going to follow the highly successful SKYY vodka formula, which is to have a presence and be on-premise in the key accounts where our target consumer is. Our strategy is all about on-premise visibility."

That little cartoon light bulb flashed at this point. What space can craft brewers still call their own, simply because it's not for sale? The answer is great beer bars like Rich O's, The Falling Rock, The Great Lost Bear, Clark's Ale House, etc. The Cup was conceived to publicize those places and American Beer Month as well. It expanded from there.

We think it is a good thing that Amber Bock is willing to pay for thousands of posters and hundreds of thousands of coasters that say "American Beer Month." Yes, they also say Amber Bock, but there are no strings attached when it comes to serving beer.

As a matter of coincidence (as opposed to irony) today the Association of Brewers sent out a press release about Coors Brewing Co.'s major initiative to advertise American Beer Month. This is the third year of ABM and we presume that millions of radio and TV consumers will hear the phrase "American Beer Month" for the first time, which is wonderful.

We haven't seen the commercials yet, and we're biased toward the help that Amber Bock has provided, but Amber Bock is taking a bolder step. Its managers know that there are plenty of beer enthusiasts (almost) as passionate as Roger, and that there can be backlash. But they've supported a contest where customers are going to walk into KClinger's Publik House in Etters, Pa., and the bartender is going to suggest a beer from Victory Brewing or Stoudt.

Those sorts of good things happen every day at KClinger's, and certainly at Rich O's, but they don't happen everywhere. I remember when Rich O's had three taps and it was just amazing given its location that the Pilsner Urquell was fresh. Today, its clientele supports flavorful beer as well as any in the country. Roger Baylor created that, in part by taking stands like he has with Amber Bock.

So while we don?t agree with his opinion, we are certain he's doing what he knows is right for Rich O's. If there were couple of hundred more publicans like him then we wouldn't need American Beer Month, or at least American Beer Month wouldn't need our help with promotion.

And just in case I haven't been long-winded enough I would like to suggest this reading:

http://www.richos.com/beergospel/extremism.htm

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