American soldiers can’t drink when they’re fighting overseas, but returning vets can work wonders in the brewery.
Among the thousands of beers that will be drank near Fort Bragg this Fourth, there will be at least one that got its start in the war zone of Iraq. Working as medics in a Baghdad hospital, becoming numb to the wounds of war that they treated around the clock, Gerald Montero and two other medics spent their downtime talking about all the beer they would drink and make upon their return. When Eric Whealton, Tito Valenzuela, and Montero all finished their tours and arrived at Fort Bragg, they found a community perfect for launching their inaugural brew, Dirtbag Ales.
A “dirtbag” is defined by Urban Dictionary as a person who is a committed to an extreme lifestyle to the point of abandoning societal norms. There is some of that in this trio of veteran brewers, and in many of the military veteran brewers across the country.
In this new campaign British comedian Stephen Merchant voices his displeasure at this annual anti-British celebration. “That’s like your girlfriend breaking up with you and then celebrating with fireworks every year, for 300 years.”
For the most part, the visualization reinforces half-marketed, half-social stereotypes. Coors really does “tap the Rockies,” and people in the Lone Star state actually drink Lone Star. Corona is the beer of beaches—the kids in SoCal love it — though don’t tell Floridians and their Yuengling that. And Milwaukee’s Best is absolutely a popular drink in Milwaukee.
“I can’t give you proprietary information,” a company rep stonewalled. MillerCoors did provide ballpark figures: The mountains turn blue at regular refrigerator temperature, or just over 40 degrees; the super cold strip at “a little bit lower.”
Coke has its secret cola recipe, Halliburton its hydraulic fracturing fluid. Coors Light has trade-secret-cold. It’s not hard to understand why. Over the past six years, the men and women behind Coors Light have staked the entire brand on the concept and image of cold. In the process, they’ve boosted sales, leaving Miller Lite and Budweiser in the dust.