Nostalgia and the rise of Reschs and Emu Export

A national debate was sparked earlier this month when CUB beer brand Reschs was voted the nation’s favourite beer.

After the result of the poll was declared, voting was left open and a further 25,000 people voted – significantly changing the results. James Squire and Stone & Wood in fact tied for the top spot, but Reschs still came in third in the nation – despite the historic beer being only available in New South Wales.

What the poll highlighted was the rise of historic beer brands, often tied to a specific region like Lion’s Emu Export, affectionately known as a ‘Bush Chook’ in WA, and the number one brand in the Western Australian packaged beer market, according to IRI data.

CUB said they did not release any sales figures (although the company was happy to release figures relating to Carlton Zero and the 3.2 million litres sold since the alcohol-free beer was launched last year) but they said they were “pleased” with the performance of Reschs Draught and Reschs Pilsener in NSW.

It raises questions about why now, during the rise of independent craft beer, old favourites are reemerging.

“Whilst nostalgia marketing is far from an exact science, the concept relates to linking a brand or product to old ideas, in order to evoke some sort of positive memory or emotion in consumers,” explained Ella Ward, a senior marketing scientist at the Ehrenberg Bass Institute at the University of South Australia.

“From a psychology perspective it involves tapping into a consumer’s existing memories, and attempting to create new links between those positive memories and the brand,” she said.