What Kind of Ad Hating Ad Man, a.k.a. Arrogant Bastard, Wrote This Copy?

For many brands, especially beer brands, it’s important to have attitude.
In the craft beer world, I’ll argue it’s just as important that one’s beer (more so than one’s brand) has attitude. For if the beer has its attitude right, the brand will naturally fall in line.
That’s the story with Arrogant Bastard from Stone Brewing in Escondido, CA–a beer I enjoyed for the first time last night.
Please take a close look at this anti-advertising stance that is essentially very good advertising:
All I ask from a product like this is that it live up to its self-generated hype. Arrogant Bastard does.
Now, if that arrogant bastard of a client/boss/coworker would do the same, all might be right with the world.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Actually, a very very good beer.
    Love that copy too.
    Speaking of true-ish beer advertising, I have to agree with Bud Light that it is very drinkable. I was at AT&T Park today watching the Giants trounce the Phillies and I was thinking to myself, “You know, this beer is very…drinkable.”

  2. It’s good copy because it’s true copy. Most people won’t like Arrogant Bastard Ale, so why say differently? It puts a challenge out there, and anyone that buys the beer is accepting the challenge, and if they don’t like it, Stone Brewery is basically saying that it’s your own damn fault. They’re not making a beer for everyone, and you’ll know if you’re in that 1% that they are making this beer for, and that 1% doesn’t need to be sold to, so why not have an attitude?
    Love it.

  3. Very true– with a product as niche as this they can use their body copy to highlight that their product is not for everyone, and they probably really don’t need to spend millions on an ad campaign to reach their niche audience.