As an expert sommelier and brewer, I have had the opportunity to observe and analyze numerous beer commercials over the years. It is true that there is a noticeable lack of people actually drinking in these advertisements, and there are several reasons behind this phenomenon.
1. Self-regulation policies: Alcohol companies have implemented strict self-regulation policies when it comes to their advertising practices. These policies are a result of collective agreements among the industry players, aiming to promote responsible drinking and avoid any negative associations with alcohol consumption. While there may not be specific laws prohibiting the portrayal of people drinking in beer commercials, these self-imposed rules have effectively limited such depictions.
2. Social responsibility: Beer companies are acutely aware of their social responsibility and the potential influence they have on consumers, especially young people. By avoiding explicit portrayals of people drinking in their commercials, they aim to discourage excessive or irresponsible drinking behavior. Instead, they focus on promoting the enjoyment of beer in moderation and the social aspects of drinking.
3. Cultural and legal considerations: Advertising regulations vary from country to country, and in some regions, there may be stricter laws regarding alcohol advertising. To ensure compliance with these regulations and cultural sensitivities, beer companies often opt for more subtle and suggestive approaches in their commercials. This may involve showcasing the product, the ambiance, or the lifestyle associated with beer consumption, rather than explicitly showing people drinking.
4. Brand image and target audience: Beer commercials often strive to create an aspirational image or lifestyle around their brands. They aim to appeal to a wide range of consumers, including those who may not be regular beer drinkers. By focusing on other elements such as humor, adventure, or camaraderie, they can engage a broader audience and avoid alienating potential customers who may not identify with heavy drinking scenes.
5. Practical considerations: Filming a beer commercial involves numerous logistical considerations, including the need for multiple takes, retakes, and long shooting hours. It may not be feasible or practical for actors or models to consume large quantities of alcohol during the filming process. Non-alcoholic substitutes, such as colored water or props, are often used to create the illusion of drinking without the actual consumption of alcohol.
6. Advertising effectiveness: Beer companies invest significant resources into market research and consumer behavior analysis. They have found that subtle and suggestive messaging, rather than explicit depictions of drinking, can be more effective in capturing and retaining viewers' attention. By leaving some aspects to the imagination, they can create intrigue and curiosity, which can lead to increased brand recognition and consumer engagement.
The absence of people actually drinking in beer commercials can be attributed to a combination of self-regulation policies, social responsibility, legal considerations, brand image, practical constraints, and advertising effectiveness. While these factors may limit the explicit portrayal of drinking in advertisements, beer companies continue to find creative ways to promote their products and connect with consumers.