South African brewers Garagista Beer Co. has a new marketing campaign: all about bashing hipsters. Their beer is for normies, not hipster scum. And they have a poster or two (or five) to go with it. I mean, they get the specifics messed up a bit, because of course they did. I’m pretty sure normals have a better chance of using the Ramones t shirt for fashion than a hipster would, seeing as the Ramones are mainstream as fuck and I’m pretty sure hipsters are only allowed to listen to post punk (it’s in the contract you sign when you become a become hipster, right after the clause about only drinking the most terrible booze), not first wave.
Or how about that the company is named Garagista? You know, like the word garage, where someone would homebrew for their first time… How would someone let other people know about it? “My favorite beer is Garagista… my friend brews it in his garage with a couple of other guys…you probably haven’t heard of it before?” Sounds pretty fucking hip to me, Garagista.
Now you’ve set up shop in an actual brewery, making a few different drinks. Little did you know you’ve opened the door to the hipster floodgates: someone takes a sip of a new brew and says “You know, their first one was better.” And you’d best believe it will happen; hipsters love irony, and surely some local trust funders will buy their beer simply because it would be so funny if hipsters drink the beer that hates hipsters. It’s coming, Garagista. You’ll have to grit your teeth and pretend to like it when every keg tap party you throw is attended by hipsters and the men are wearing tighter and shorter shorts than the women. Good luck, have fun.
I’ll pass though, an attention getting gimmick like this is pretty transparent, and I don’t think you will get “normcore” enough to be sold here in the States. Besides, even if you did, I’m not sure how appealing to not-hipsters is going to get them to switch from MillerBudCoors Lites.