By NC Beer Magazine
ASHEVILLE – The Flying Dog Brewery, which is well known for over the top marketing tactics and advertising, recently took a swipe at North Carolina based breweries in an online advertisement on Facebook.
The advertisement is for Flying Dog’s new beer called “The Truth Imperial IPA,” which the company describes as including “some of the most distinct Pacific Northwest varietals available to craft brewers today” in terms of hops.
In the banner which includes a state outline with an “x” through it, the company seems to be making sure that no one thinks that this beer in made in Asheville, North Carolina.
“This beer was not brewed at our Asheville brewery because we don’t have one,” said Flying Dog.
Many Facebook commenters who saw the banner couldn’t quite figure out the strategy behind the campaign.
“This was a dumb idea,” said one person bluntly in a comment.
“Does not compute,” said another person.
Other people thought that Flying Dog was trying to make fun of Asheville, North Carolina beermakers, or North Carolina in general.
“Way to alienate the Carolinas,” said another Facebook friend. “How clever.”
“Come on, you know there was a better way to handle this that wouldn’t piss off one of the best beer states in the country,” said another beer drinker.
In response, Flying Dog Brewery made a comment in an attempt to clarify their position.
“We don’t have an expansion brewery in Asheville,” said Flying Dog in their own comments section. ”Get it?”
Given that statement, with the map and banner, Flying Dog which used to be in Colorado, may have been trying to take a swipe at their old California rival Sierra Nevada, which is opening a major brewery for the East Coast in the Asheville area.
In addition to Sierra Nevada, New Belgium of Colorado is building a new brewery near Asheville and Oskar Blues of Colorado already has a brewery in Brevard, North Carolina.
“They aren’t trying to alienate North Carolinians, it’s a reference to a rival brewery, chill folks,” explained Facebook user Jack Friend.
Despite their attempt at poking a little fun at…well, whoever, the campaign may have backfired. It didn’t exactly create any new fans for Flying Dog in North Carolina and even resulted in some good comments posted about Sierra Nevada on Flying Dog’s own Facebook page.
“I think it’s brilliant what Sierra is doing,” said a Facebook user named Adam about their new Asheville brewery. ”This allows beer enthusiasts on the east coast to be able to procure some of their very limited beers. Prost, Sierra Nevada! Keep brewing outstanding beer. Which, is more I can say for some.” ::
UPDATE: Only a few hours after posting the banner that appears above, Flying Dog evidently removed the North Carolina picture and all of the comments beneath it from their Facebook page as they are no longer available.
Flying Dog also issued the following statement on their Facebook page:
“We are releasing a new Imperial IPA called The Truth.
What appealed to us about this concept of the truth is that as a society, we are constantly blasted with hype, lies, and exaggerations. And we’re expected to swallow it as the truth.
What we learned today is that an inarguable truth was reacted to in very subjective ways.
In one simple statement, we managed to offend the following:
A. North Carolina beer
B. Breweries already in, moving to, or expanding to North Carolina
C. The entire state of North Carolina
D. And probably people who live in South Carolina, but work in North Carolina
If you were offended by Flying Dog today and are not included in the list above, please let us know.”