Monday, March 29, 2010

Dark Horse Brewing Courted by Canadian Boy Band

Our outlaw brewer friends at Dark Horse had a big dilemma on their hands over the past week, and reached out to the beer geek community for advice. An incredibly popular rock band with platinum level sales is making a video for their new single, and wants to feature Dark Horse's beer. The product placement would focus on a Dark Horse truck pulling up to a raging fraternity party and offloading all of its beer. I imagine that zany "Animal House" style hi-jinks like Double Crooked Tree beer pong and Tres Blueberry Stout keg stands would ensue.
Sign the contract, watch sales skyrocket, and everything would be cool right?
Not so.

Dark Horse had a few objections, one being that they are not fans of the band. Did I mention their name? Oh yeah, it's Nickelback, whose current CD release is titled Dark Horse. I've never actually met anyone who admitted to liking Nickelback. That, coupled with the fact that they are sometimes forced off stage by people hurling rocks, makes me think that their massive success is some kind of hoax. I know I'm not alone as Brewer Aaron Morse was quoted saying "Why can't it be some cool band like Slayer?".

I have rated Nickelback on the Fermentation Nation scale:

My Totally Subjective Unsubstantiated Personal Opinion Rating - 2  (Slightly Better Than a  Chemical Burn Covering 80 % of Your Body)

The brewery posted their decision along with their main reason in this message on  Beeradvocate.com just a few hours ago:
"I just wanted to let everyone know that we did not accept the video offer. At one point I was really on the fence. But after about 22 of your posts we knew for sure it wasn't gonna happen.I just wanted to wait until today for my own selfish reasons of seeing everyone bash that band. We kinda like "flying under the radar" and that would be the wrong way for us keep flying low.thanks for all the input and all the nice things you say about us. Pints up!"
Gotta respect Dark Horse for having the forward vision to stick to their game plan and not go for the overnight sensation route to success. These guys brew what they believe in, practice what they preach, and let the integrity of the product win people over one at a time.
Slow and steady wins the race!                   

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25 comments:

Jason Blastic said...

Obviously the PR people have never been to the Brewery. It's all about the Beer...making it great! Those Brewers bust their ass to make that beer. So friendly and such great Hospitality! I love it there!

Anonymous said...

What a load of....
what idiot would turn down this opportunity for growth.
and to imply slayer is better than Nickelback is ludicrous.
Here is a classic example of looking a gift horse in my mouth.
good luck.

Anonymous said...

This story made my day.

Chuck V said...

Someone posted a link to my article on www.reddit.com where there is a discussion thread with about 26 comments so far. Of course I wish those comments were left here on my blog, but thought I would provide the link in case anyone was interested in seeing what is being said.

http://www.reddit.com/r/beer/comments/bk5h5/imagine_youre_a_small_brewery_and_get_a_call_from/

Chuck V said...

Jason, I agree - DHBC is one of the best breweries in the Midwest!

Anonymous 1 - I also would have found it questionable if they put their beer in a Slayer video, or any other bands video. Product placement is the most annoying form of advertising in my opinion.

Anonymous 2 - Glad you liked the story : )

CorrND said...

I support rejecting the idea for the simple fact that Nickelback blows, but I would have liked it if their decision also said something about not wanting to be part of a video concept that glorifies binge drinking.

In any case, good for Dark Horse.

Anonymous said...

OK I am impressed...gotta see if I can find this brew down in Texas...

@anonymous1 yer nuts

Bryan said...

To the dumbass who thinks Nickelback is better than Slayer, uh, you are dead wrong. Also, you obviously know nothing about Dark horse or beer so piss off. Dark Horse were smart to turn them down.

Benzo said...

Nickelback is so bad I will not waste any real adjectives describing their level of suck.

In pickle we trust.

http://www.facebook.com/#!/pages/Can-this-pickle-get-more-fans-than-Nickleback/282013353726?ref=ts

Dark Horse rocks. Great decision and glad to see you guys appearing more and more on the East coast.

Cheers!

Group 5 said...

Someone needs to submit this to Fark. Get the guys free pub, without the taint of Nickelback.

Also, allow them to make more Double Crooked Tree.

brianwaynemiller said...

CorrND nailed it on the head. It doesn't matter how much you think Nickleback sucks or doesn't suck. It's about how Dark Horse Brewing would be portrayed by this video. It's a good choice for the greater cause, that beer - especially DHB - is not necessarily meant for kegstands and beer pong. It furthers negative stereotypes about beer, fraternities, and, um, decent music.

Kudos to DHB for even being able to make this decision. If they're not chasing the easy cash, that means things must not be going terribly up there.

slaky311 said...

Awesome - way to stick to your principles. Good beer should be reserved for Mastodon videos.

BobbiF said...

I will shamefully admit that I like Nickelback and have even seen them in concert, but I am equally glad that DHB declined the offer. Dark Horse is truly a craft brew and is meant for enjoying, not mass consumption. I think I will now enjoy their beer more knowing when it came right down to it, they did not sell their soul for 5 minutes of fame. They are due so much more.

Anonymous said...

Dark Horse beer is at best average, not worthy of association with Nickelback.

pdb said...

dark horse made the right choice. beer is ment to be savored and not glorified as a marketing tool for tools

Anonymous said...

I really don't understand where all of this Nickelback bashing comes from! They are a very talented band who knows quite well how to sell records and sell out every venue they play in! As far as I am concerned I think the whole rock throwing thing is quite old news and people might want to live in the present! I would have to agree with the comment about the beer being average, And Nickelback is far from just average! So to all you green eyed haters, go suck a pickle!

diamond_mine said...

If it is in fact true that DH beer was asked to feature in a Nickelback video, it was obviously JUST for the name and not the beer. Nickelback would probably go for a beer everyone has heard of, and actually likes and buys by the millions. Clearly beer-snobs like to look down on the music that honest, real people like, for example Nickelback, the best-selling band of the decade. It's too bad that you let your snobbery reflect on a brewery like Dark Horse, turning people off from trying the beer. Hey, enjoy sipping your artsy beer, sprinkle some croutons on your baby salad greens, and leave Nickelback alone. Please.

Anonymous said...

Best selling band, and Best band of the decade are two totally different things.

12 year old girls will buy anything.

Mack said...

Slayer rules! And so does delicious beer. I want to throw rocks at nickelback

Anonymous said...

Have to inform you that Nickelback fans are not 12 year old girls....this Beer Company missed a golden opportunity to get free advertising and pick up new customers. Nickelback is a great band...and we fans are not snobs who go around bashing other groups...if we don't care for them we speak with out wallets...everyone's tastes in music differs, but why say derogatory things about those you don't care for

Anonymous said...

If in beer-snobs, did you mean those of us who refuse to buy and drink flavorless, lifeless, same tasting crap as the 12 other beer "varieties"siting next to them in the shelves that corporate America has some how convinced all you "normal people" to drink? Do you see any similarities in the kind of music you think is so amazing! I mean Nickelback has only been making the same 3 frick'n songs for the past 10 years and selling them to all you suckers out there by disguising it with new labeling and fancy new artwork... Next thing you know the'll be sueing Dark Horse claiming they stole the name of their song and used it for THEIR BREWERY!!

Way to keep it real DHBC...

Anonymous said...

DARKHORSE NATION... Keeping it real. Screw Nickelback!!!

Anonymous said...

Some people claim that listening to hard rock music will lead to wanting to kill yourself.

Upon listening to Nickelback, all I want to do is kill Nickelback.

Props to Dark Horse. Obviously, ontegrity is more important to them than a quick buck.

Anonymous said...

I know that I am not alone when I say that Nickelback is a great band, obvious by all their sold out shows, as well as the DHB is a great brewery (and I am far from a 12 year old girl). I respect the fact that they chose to not take Nickelback up on their offer, however I do not agree with the decision and I believe that this was a tremendous missed opportunity.

Anonymous said...

I can only hope that Kerry King from Slayer reads this article someday. Then we would see a REAL video!!!

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