Chav Beer

Stella Artois has done a great job in marketing its beer to create an image of exclusivty and refinement in Vancouver. They even have gone so far as to insist that local bars serve their draft beer in the special stemmed 'Stella' glasses.

Try ordering Stella in the UK. You'll suddenly get the sense that it doesn't enjoy the same elite reputation as it does in Canada. In fact, you'll discover that Stella is considered a low-end beer, popular with Chavs (Are you a Chav? Find out here: http://www.boredandlazy.co.uk/quiz.php?q=chav)

But that's the genius of marketing. Don't focus on the product; focus on the brand. Create the right image and needy Vancouver residents will pay a premium to bask in your glow.

Chav Footnote: learn about Chavs here: http://en.wikipedia.org/wiki/Chav and discover why my use of the term is tasteless and perpetuates classism and snobbery.

P.S. Still in doubt about Stella? Check out Yahoo Answers where it is called "wife beater" beer and one individual says: "derr! it's alcohol thats wot its job is". http://answers.yahoo.com/question/index?qid=20061223102924AAqmQ1k&show=7