Media laps up tribute beer story, doesn't ask too many questions

This may have been done with the best intentions but I am surprised at the unquestioning glee with which the media have lapped up this story:

A unique tribute has been made to the memory of footballing legend Sir Bobby Robson, in the shape of a special ale. [BBC News]

A North-East brewery has announced its decision "to brew a special ale" in honour of hugely popular football legend Sir Bobby Robson, who sadly died last week.

In fact the beer had already hit the pumps on Monday.

I feel it is important though to note that Northumberland Brewery has attempted to address any concerns of cashing in by announcing that 1p from every pint sold will go to Sir Bobby's own cancer charity.

But some simple maths puts that into perspective. I just donated £50 via JustGiving here, which was a lot quicker than buying - let alone drinking - 5,000 pints of Wor Bobby to raise the same amount (and a lot more for Northumberland Brewery in the process). So I would actually advise people to consider donating directly, or at least understand the tribute beer they are buying literally has a drip-drip effect on the total raised for cancer care and research.

Of course cynics may also question: 1) whether enough time had actually elapsed since Robson's death last Friday "to brew a special ale in his honour", given the fermentation and cask conditioning required, or whether this is a hastily printed sticker slapped on an existing brew, 2) the well documented role of alcohol in heightening the risk of cancer.

But let's not dwell on such negativity because fortunately for Northumberland Brewery there aren't too many cynics in the media these days. And whatever the facts, the brewery is clearly doing well out of the promotion it is receiving across a number of media. The BBC, among others, reports:

"Wor Bobby only went on sale on Monday but already the first brew has sold out as pubs across the region join in to toast the life of this extraordinary son of the North," brewery founder Dave Roberts said.

It's no exaggeration to say you can't buy coverage like that. But for a relatively nominal donation to a topical charity you can certainly let the media generate it for you. Good work Northumberland Brewery.

Will Sturgeon is director of media strategy at LEWIS PR and a former editor of silicon.com. He also blogs at sturgeonslaw.blogspot.com where a version of this post appears.

Comments

[Stephanie Walker]

So for every 100,000 pints the BBC helps them to sell (assuming they can even make, let alone sell that many), they will donate £1,000 to Robson's charity. Nice.

If I give £1,000 to charity will the BBC plug my company?