06/07/2006 09:20:00 AM 
For a couple of years now, AB has been successfully experimenting with seasonal beers. The latest from the St-Louis giant is the dangerously named "Beach Bum Blonde Ale" that rolls off the tongue nicely. Beach Bum, being strongly promoted at an airport bar near you, is the latest in a line that includes, Jack's Pumpkin Spice Ale, Winter's Bourbon Cask Ale and Spring Heat Spiced Wheat. AB simply borrowed a tactic used by the micro-brews for years and made it their own.
Beer lovers comments are here.
The unexpected side of seasonality is represented by Hotel Indigo ("a hotel that"s a source of inspiration, not just tiny shampoo") Indigo is redefining the hotel as store, a place of change to keep the concept from going the way of a 1970s motel chain and a hotel where you can be certain the sheets will be changed, sometime.
Its press release tantalizingly describes the promise.
"Renewal is the soul of Hotel Indigo's retail-inspired design concept - thoughtful changes that are made throughout the year to keep the hotel fresh, similar to the way retailers change their window displays. Guestrooms feature signature murals, area rugs, fluffy duvets and slipcovers that will change periodically, while public spaces will be transformed seasonally through changing aromas, music, artwork, murals and directional signage.".
There's something sneakily post-modern about consistent change. Almost oxymoronic, but appealing to those on the quest for something new, but don't quite know where to find it.
Both brands illustrate a significant development in today's marketing world; more and more categories are adopting fashion strategies to keep their products interesting. Fickle consumers demand change and the only thing brands can do is keep delivering it, or people will go elsewhere.
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