Revealing the ‘Beer Economy’
Res Publica recently helped Tooheys NEW, Australia’s fourth largest beer brand[1], to uncover evidence of a flourishing, alternative economy that uses beer as its preferred currency. In a survey[2] of over 700 people, more than 89 per cent declared they have either offered or received beer for favours. Of the respondents who said they had received beer as a form of currency, a quarter had done so in return for playing the wingman role and almost 1 in 10 had provided an alibi for a white lie.
As well as many of the standard things you’d expect – such as helping a mate move house or furniture and giving someone a lift to the airport – other services paid for in beer included:
· Stepping in when the stripper failed to show at a hen’s party;
· Introduction to a mate’s single friend;
· Letting a mate crash on the lounge room floor; and
· Delivery of lime stone blocks for a mate’s extension.
One respondent even claimed to have purchased a pet fish with a couple of cans of his favourite brew!
[1] Nielsen December 2009 (market share by VOL%)
[2] Tooheys NEW What Can Beer Buy? Survey of 792 people conducted via Survey Monkey, February 2010
