Budweiser crafted the word ‘drinkability’ as a passing description of its Bud Light product. They used this term for months while the masses clamored for the beer. I saw people fall off the proverbial wagon to endorse a beer based on a simple marketing ploy. I was a little suspect at the beginning and I had to be convinced. I was not going to let the shiny persona, the well-crafted rhetoric, or the ease with which to digest the product convince me so quickly.
Thus, I called for Budweiser to define exactly what this ‘drinkability’ means. Well, my friends, they did just that:
Budweiser silenced my, and others, criticism by defining in specific detail what it means to have ‘drinkability’. Now I know that ‘drinkability’ not only means the ability to drink something but also the ease at which to drink it all day long. This is great for tailgating and parties. ‘Drinkability’ means my wallet doesn’t feel the pinch. ‘Drinkability’ means I don’t have to worry about the beer making me full. ‘Drinkability’ means I don’t have to drink that elitist microbrew crap.
Many people out there are still saying "drinkability? Ha, more like pour-it-down-the-sink-ability." These people are stupid. It's not that they don't care, they just don't get it.
This is such a brilliant technique for making a campaign. I wonder why no one else has ever thought of this before?
Your Words Jack London:
"There are, broadly speaking, two types of drinkers. There is the man whom we all know, stupid, unimaginative, whose brain is bitten numbly by numb maggots; who walks generously with wide-spread, tentative legs, falls frequently in the gutter, and who sees, in the extremity of his ecstasy, blue mice and pink elephants. He is the type that gives rise to the jokes in the funny papers."
- From John Barleycorn
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