Latin chalk & cheese

Posted by Steve on Nov 09th 2011 in: Beer & Cider, Country ambassadors

Corona and San Miguel beer carton boxes

Two Spanish-speaking beer stories for openers: San Miguel’s new UK advertising features a beer glass telling a story of its adventures in 79 countries, each one with its own unique sunset. Other countries are taking a slightly different tack on the execution, but they all talk of ‘worldliness’ and a bit of Spanish attitude (living life to the full, apparently). This pack might not get all of that across if you haven’t seen the ad, but it might well remind you of a cool beer on the beach at sundown, and what’s not to like about that? There is more substance in the glass design for your subconscious reassurance, but essentially this is outer packaging as advertising, which I endorse as long as you’re willing to keep it going. Nice wave lap, by the way…

Not much sign of sexy advertising images on the Corona box next door, of course, just some crudely printed graphics rich in symbolism (if you believe some of the stuff online), or to you and me as beer consumers, a box from far away where they haven’t got full colour printing yet. Authentically low-tech and grungy, if you like your beer that way. Apparently it can also go a bit sour in its clear bottle, but maybe that’s all part of the appeal…