St. Ides, a brand known for its malt liquor beverages, faced several challenges that led to its eventual discontinuation. One significant factor was the controversy surrounding underage consumption and marketing practices. In July 1997, St. Ides introduced a new product called “St. Ides Special Blend Freeze And Squeeze.” This innovative concept aimed to attract a younger demographic by offering a frozen and squeezable version of their malt liquor.
However, just 24 days after its release, St. Ides had to suspend sales and marketing nationwide. The primary concern was the potential for underage individuals to easily access and consume the product. The freeze and squeeze format made it particularly appealing to younger consumers who might not have legal drinking age. This raised ethical and legal concerns, as promoting and selling alcohol to underage individuals is strictly regulated and prohibited.
Another issue that contributed to the discontinuation of St. Ides was the marketing and product placement strategies employed by the brand. In the late 1990s, there was an increasing scrutiny on alcohol companies' marketing tactics, especially those targeting young people. St. Ides came under fire for its aggressive and potentially exploitative advertising campaigns, which some critics believed were specifically designed to attract underage drinkers.
Furthermore, the brand faced criticism for its product placement in popular culture. St. Ides had a presence in various music videos, particularly in the hip-hop genre, where it became synonymous with the “gangsta rap” culture. This association with a particular lifestyle and the glamorization of alcohol consumption in these music videos raised concerns about the brand's impact on young fans who might idolize the artists promoting it.
The combination of these factors, including concerns about underage consumption, controversial marketing practices, and product placement, ultimately led to the discontinuation of St. Ides. In 1998, McKenzie, the company behind the brand, decided to discontinue St. Ides altogether. However, the story did not end there.
Following its discontinuation, the St. Ides brand was later purchased by Pabst Brewing Company. Pabst Brewing Company is known for acquiring and reviving discontinued or struggling beer brands, and they saw potential in St. Ides. While St. Ides may no longer be as prominent as it once was, it continues to have a presence in the market under Pabst's ownership.
St. Ides was discontinued due to concerns over underage consumption, marketing practices, and product placement. These factors combined to create a negative perception of the brand, leading to its suspension and eventual discontinuation. However, the brand found new life under Pabst Brewing Company's ownership, showing that even discontinued brands can have a chance at resurrection.