"The surf watching public trusts the World Surf League to signify which beer is most 'surfy' and therefore which it should drink."
Hours ago, it was announced that the Santa Monica-based World Surf League has added yet another beer as “official beer partner” ahead of the upcoming Australian leg of the tour. Regional general manager Andrew Stark gushed about the freshly inked relationship with Coopers, “WSL is proud to be announcing this new partnership with one of Australia’s most iconic beer brands. An independent, family owned Australian company, Coopers has an authentic passion for where they’ve been and where they’re going, which aligns fantastically with the ethos of the World Surf League. We thank Coopers for their commitment to a three-year partnership with WSL and look forward to working with them.”
While the news may excite in some corners, ethicists and corporate watchdogs are extremely troubled as the League now has multiple “official beer partners.”
Coopers, and its Pacific Pale Ale, will be joining Michelob Ultra Pure Gold and 805.
“The surf watching public trusts the World Surf League to signify which beer is most ‘surfy’ and therefore which it should drink,” Ralph Nader would have told BeachGrit had he been asked. “Fans hosting luaus or beach weddings will suffer horrible confusion when standing in grocery store aisles and may lose faith in institutionalized professional surfing altogether.”
Coopers’ National Marketing Manager Kate Dowd, seemingly happy to participate in plural brand marriage, responded, “We’re excited to be supporting the World Surf League over the next three years, an organisation for which we share similar values. As a proud Australian independent brewery, we have a strong appreciation for the Aussie coast and coastal lifestyle. Pacific Pale Ale’s refreshing, tropical flavour has resonated with the surfing community and we look forward to building this connection through the World Surf League.”
The situation likely to devolve.
More as the story develops.