DRINKS

Texas church’s anti-craft beer ad backfires

A Texas brewery is turning one local church’s anti-craft beer ad into a clever marketing opportunity.

The Anchor of Hope Baptist Church in Canyon, Texas placed a strongly worded advert in The Canyon Times earlier this month, calling craft beer “the devil’s craft” and rallied against the perils of booze consumption with excerpts from various Bible passages claiming Jesus never drank.

“Be sober, be vigilant; because Your adversary the Devil, as a roaring lion, walketh about, seeking whom he may devour… I Peter 5:8,” quotes the ad.

Canyon may be a small town but there’s at least one craft brewery that saw a promotional opportunity in the church’s stunt, reports My San Antonio.

Imperial Taproom, a craft beer bar and restaurant specializing in Texas panhandle cuisine, responded to The Anchor of Hope with a Facebook post Oct. 7, inviting all to imbibe in the “devil’s craft”—with some discounted brews for patrons using the paper as a "coupon."

“We are offering a dollar off your bill at Imperial Taproom in exchange for this "Devil's Craft" coupon that was printed in the Canyon News on Sunday,” the business posted with a picture of the church’s ad. “We'll give you a dollar off for each one you bring in so feel free to bring multiple. Come enjoy some devilishly tasty craft beer and/or wine (grape juice with booze in it) with us! We'll see y'all at the Taproom, cheers!”

The post has since been liked over 1,000 times and has hundreds of shares. Many commenters questioned the passages used in the ad, noting that there are many references in the Bible to people, including Jesus, consuming alcoholic beverages. 

Others saluted Imperial’s quick thinking and strategic marketing.

Looks like the Taproom will be busy serving discounted beers until old copies of The Canyon Times run out.