This is an interesting story out of Australia:
Pourage rights at sporting stadiums and sporting events around the nation give beer companies exclusive access to large crowds for a short period of time, for example at a V8 Supercar event, an Australian Rules football match or a National Rugby League fixture. If spectators are thirsty, there’s simply no choice allowed.
The story goes on to say that in some of these sporting series, hundreds of thousands of spectators show up and as a result some otherwise wobbly national or regional brewers are achieving some sales stability. Good news? Well, it might be good news for good beer if it took a hint and got away from the victimization complex that seems to be such an important PR technique and took the initiative.
Imagine that great good day where you could go to an event of general interest knowing that not only good beer and food are offered but that it is the prime if not exclusive offering. No longer would you have to brave the elements in dodgy outdoor beer fests or find yourself locked up with a third rate band lining up with sweaty drunken strangers to access good beer. No, you could go to a ball game or a movie or a concert sponsored by a national or regional brewers association and know that the beer would be as good as the event. What would that take? Commercial common sense and a desire to beat them at their own game. Can good beer get its act together to achieve that? Dunno.