WHAT THE BREWERS' WANT.

White Ribbon, Volume 39, Issue 465, 18 June 1934, Page 1

WHAT THE BREWERS' WANT.

They \ ant to capture the youth and make drunkards of them to All the coffers of the brewers. Head carefully the following extracts: — “We must have sufficient faith to kttp on advertising ... a continual and never ceasing pressure and persuasion is essential not only to preserve old and regular customers but to capture the younger generation growing up.”'•Brewers’ Guardian.” June, 1928. “It is not so much a question as to whether existing beer drinkers can be made to drink more beer, but as to whether their sons and daughters will take customarily to this beverage.”"Brewers’ Journal.” Sir Edgar Sanders, Director of the Brewers’ Society, made the following declaration before the Birmingham and Midland Counties Wholesale Brewers \ssociation on June 15th. 1933, and B becomes the Brewers’ manifesto: “I am not saying that the present diinker should drink more, but rather that we want new customers. We want to get the beer drinking habit instilled into thousands, almost millions, of young men who do not at present know the taste of beer. These young men if they •start with what beer they can afford to-day, as they grow up they will afford letter beers to the great advantage of the brewing industry.” “The chief customers of the publichouse are the elderly and middle-aged men. Unless you can attract the younger generation to tak 5 the place of the older men, there is no doubt we shall have to face a steadily falling consumption of beer.” “If we can once attract a new class °f customer we shall see the brewery trade turn round nnd start the ascending scale.” He referred to the decline of threatre Koine in the States, and said: —

“That is w hat may happen unless we do something to attract and secure the younger customer, who, in turn, will become the mainstay of the public-house. Unless stei s are taken to say to him that England's beer is the best and healthiest leverage he can consume, and to bring before him all the goodwill and contentment that the public-house imparts in England, and to carry on this goodwill, we shall certainly see 'the Trade’ on a declining basis.” Sir Edgar also states: — “We shall see that the continuance of our advertising is contingent upon the fact that we get Editorial support In the same paper. In that way it is wonderful how you can educate publicopinion generally without making it too obvious that there is a publicity cam paign behind it all.”