Cleveland-based Great Lakes Brewing on Monday night "picked up some major publicity" when Cavaliers F LeBron James "grabbed a bottle of its Dortmunder Gold Lager from a server in a humorous moment" during Game 1 of the Eastern Conference Semifinals against the Raptors, according to a front-page piece by Rick Armon of the AKRON BEACON JOURNAL. James "brought the bottle near his lips and then opted not to take a sip." The video and photos of the moment "went viral." In his postgame interview, James "noted that he’s more of a wine guy than a beer fan." Great Lakes PR Supervisor Marissa DeSantis in an email wrote, "Even though he admitted he’s more of a wine guy in the postgame interview, we’d be happy to host him and the Cavs at a (Great Lakes) beer school any time to help him find a beer fit for a king" (AKRON BEACON JOURNAL, 5/3). In Cleveland, Marc Bona writes the impact of the moment for Great Lakes Brewing is "very real." Cleveland-based Adcom Group Dir of Media Strategy Jim Ganzer said that the brewer "stands to gain from the spontaneous promotional boost from Cleveland's biggest superstar athlete." Ganzer: "They really walked into a gold mine. Ultimately if it translates to sales you have to wait and see." Ganzer said the question for Great Lakes is how to "capitalize on that moment." Great Lakes CEO Bill Boor said he wishes "there was a way to quantify the value" of the national exposure the brewery received, but added it's "good attention especially in markets where Great Lakes is known" (Cleveland PLAIN DEALER, 5/3).
COMING TO HIS SENSES? NBC’s Jimmy Fallon addressed the incident in his monologue last night, noting James "almost drank a fan's beer.” Fallon: "He was going to drink it until he saw how much the arena charges for beer. ‘What, $9.50 for a fake plastic bottle of beer!?’” (“The Tonight Show,” NBC, 5/2).
