This “Private-Label Growth Outpacing Brands” article published at MarketingDaily [1] is fact filled and very insightful business information barely readable by anybody not in the business of selling alcoholic beverages. What the article proves is what I have been attempting to convey to our METROmilwaukee customers who own or operate bars, nightclubs and restaurants: people change and people have changed. What they like and dislike has changed for reasons economic but change has also come because the consumer has been provided with more choice than “What’ll it be pal? Miller Light or Miller Genuine Draft?”  This is why we now have 35 different flavors of banana strawberry mango fruitcake this and that; this phenomena is called the Long Tail of Marketing.

Milwaukee and the surrounding counties for example are swamped with Miller Brands products. Miller spends a lot of money to put their brand in front of as many eyeballs as possible which has influenced many buying decisions. Miller beer is perhaps in every business that is allowed to sell beer throughout our region. Personally, I do not care for Miller Beer (anymore). Miller beer reminds me of what Archie Bunker once said to one of his customers when he ran his corner bar “Archie’s Place.”  Archie said “ya’ can’t buy beer pal ya’ see, ya’ can only rent it so what’ll it be?” From my point of view Miller’s beers taste the same going in as it does reminding me of what it probably tastes like on its way out.

For the last several years I’ve been buying local; as everybody should of course. Local brews are very good in fact and they say supporting local business is going to help me get into Heaven when I meet St. Paul at those pearly gates. I also no longer have a favorite cocktail either and buy one or two of the same when going out but rarely order the same thing the next time out. Variety is the spice of life and people change their preferences.

It’s a good idea for our local hospitality establishment owners and operators to understand the Long Tail. Its also a good idea for them to start stocking and selling what the customers will actually buy given the opportunity to know they have a choice to do so…

[1] http://tinyurl.com/ygzn429