A quick history lesson. Back in prohibition-era USA, deprived drinkers would have to endure all kinds of indignity to get their hands on a bottle. Often, illegal drinking dens would lay on ‘entertainment’ as a front for the supply of bootleg booze, including such dubious attractions as parading a blind animal on stage. So it was that these underground haunts became known as ‘blind pigs’.
Fast forward to the present day and Heineken has borrowed from history with the launch of Blind Pig. It’s a craft cider/spirit blend intended for a new generation of drinkers – hopefully one with a more enlightened view on animal welfare.
In the spirit of secrecy, the brewery won’t be investing in above-the-line support for the launch. The brand has been introduced in only 27 bars to begin with and Heineken is hoping it’ll be discovered and disseminated by young digital natives. At any rate, that’s got to be a better marketing plan than visually-impaired porkers.
Via. Marketing Magazine http://bit.ly/1KYZMPY