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Pure B.S. or Great Copy?

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in Business Management

Critics often accuse direct marketing copywriters of hype and puffery, but I think the real B.S. artists in marketing today are wine and beer writers.

Listen to this description of Route Des Epices beer from the Beer of the Month Club newsletter (vol. 14, no. 12):

“On the nose, you can’t miss the influence of black and green peppercorns. Behind the peppercorn is a mild citrusy character with a caramel backbone, a touch of spruce and almonds, and some floral hop tones. Look for an emergence of tequila-like notes amidst a subtle floral character, notes of coriander, subtle apricot tones, and a woody spruce-like component.”

In the same issue, another beer, Rosee D’Hibiscus,” is said to have “notes of under ripened peaches, coriander, and pomegranate.”

Talk about piling it on high and deep. I drank a bottle of each, and they both tasted like beer.

Why do people rabidly attack direct marketing as hype-filled and sleazy, but ooh and ah and nod their heads in wonder at the writer’s sophistication when they read B.S. like the above beer reviews?

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