Brew 102 was named so because it was the 102nd brew created by Maier Brewing, one of the largest brewers in the state at the time. The decision to create a cheap brew specifically for the working class was a strategic move by the company to tap into a new market segment and increase their sales.
In the aftermath of World War II, many working-class individuals were looking for affordable options when it came to beer. The economic landscape was changing, and people were looking for ways to stretch their hard-earned money. Maier Brewing recognized this opportunity and decided to introduce a low-cost brew that would cater to the needs of the workingman's town.
The advertising executives at Maier Brewing were tasked with coming up with a name for this new cheap brew. They wanted a name that would resonate with the target market and immediately convey the affordability of the product. After brainstorming several options, they settled on “Brew 102” as the perfect name.
The choice of “Brew 102” was not arbitrary. It had a purpose behind it. By using a numerical value, the name implied that this was not just any ordinary brew, but rather a distinct product within the Maier Brewing portfolio. It positioned Brew 102 as a unique offering, different from the other beers produced by the company.
Furthermore, the number “102” had a certain appeal to it. It gave the impression that there was a long history and expertise behind the creation of this brew. This was a clever marketing tactic to instill trust and confidence in the consumers, making them believe that Brew 102 was a quality product despite its low price.
The advertising campaign for Brew 102 was also carefully crafted to appeal to the working class. It emphasized the beer's affordability, refreshing taste, and its ability to quench the thirst after a hard day's work. The messaging was straightforward and relatable, resonating with the target audience and establishing Brew 102 as their beer of choice.
Personally, as an expert sommelier and brewer, I can appreciate the strategic thinking behind the name Brew 102. It effectively communicated the essence of the product and its target market, making it instantly recognizable and memorable. The choice of a numerical value added a sense of history and expertise to the brew, further enhancing its appeal.
Brew 102 was a product born out of the changing economic landscape and the need for affordable options. The name was carefully chosen to reflect the product's position as a distinct offering within the Maier Brewing portfolio, while also appealing to the working class. It was a smart marketing move that helped Maier Brewing tap into a new market segment and increase their sales.