I’m in Dublin today. And I found another example to add to a burgeoning pile of examples I have of “beer you havn’t heard of in shop windows“.
Small, independent shops (who have the choice of what to put in their window, with no top-down regional control) used to use big, international brands in their windows to show that they were a valid business – “look, we have access to the precious things”.
More and more, in every city I visit, I seem to see these same shops using “beer you haven’t heard of” as a pull – “look, we have access to the precious knowledge“.
Worth watching – will bigger stores start to use this to pull people in? Or are they too wedded to selling their store space as media…