Quotes by Bob Lachky

“Wine has done an excellent job of romancing their process, and I think we need to do more of that, ... It should be about the glory of the liquid and the experience and the refreshment and the long brewing tradition.”

“[Of course, some experts simply say] beer has become the boring drink. ... You arent going to drink vodka gimlets after you mow the lawn.”

“It starts to send a different signal about the demographics of beer. It starts to paint a slightly different picture than what people might come to expect (from beer), and it totally puts a different face on beer.”

“We basically want to make these materials available to anybody and everybody who has a stake in selling beer.”

“I think youre talking about a two-year play at least.”

“Were really pushing this hard, and were starting to see some momentum.”

“This whole premise of Who would you like [to have] a beer with? has incredible legs. We envision this as [an industry] platform that can run a long time.”

“There is no other media event in which we can reach so many beer drinkers at one time, which makes this a very efficient media buy for us.”

“Why take the risk? All you need is one person to be offended. Some people dont want to be reminded of the incident.”

“Its no longer good enough to be a mass media brand. We have to learn how to sell small.”