Lakemaid Beer is a limited-edition lager featuring comely she-creatures who look like women above the waist and fish below. We baited up our hook and asked adman Jack Supple, the Lakemaid campaign's creator, to throw us a line or two on this gimmick brew.
Q Who is the target market for this joint endeavor between August Schell Brewing Co. of New Ulm and Rapala [the fishing lure manufacturer]?
A It started out as a way to feed fishermen's need to tell stories. A freshwater version of the mermaid. It's tongue-in-cheek. It's not your father's fishing beer.
Q Do beer drinkers choose their brand based on its irony content?
A If it was just about the story, it would be a one-time joke beer. It's actually a great lager with a real nice, smooth, malt finish.
Q What's the appeal of blending women and fish? I get the male desire to chase something with a tail. But are fins and scales sexy?
A Mariners have talked about mermaids forever, so we thought we'd add the freshwater game fish to the equation.
Q Is Schell worried about a possible backlash from people who aren't feeling so wink-wink retro about the idea of bikini babes on beer bottles?