An iconic brand still alive and kicking

Seagram’s 7 Crown launched an interesting event last week — the first official National Dive Bar Day. No surprise that the launch date was 7/7. So, there’s lots to tell about the brand and this event. Let’s start with the event.

Dive Bars

Here’s how the folks at Diageo described this brand promotion:

“The Dive Bar is an American institution: where long-lasting memories are created, where people-watching is imperative, and where the greatest stories and a come-as-you-are attitude, live. Seagram’s 7 Crown will raise a glass to these historic hidden gems found across America, marking the first official National Dive Bar Day, fittingly taking place on July 7th, 2018 – in celebration of the quintessential Dive Bar drink, the 7&7.”

There are lots of definitions of a Dive Bar, some negative like this one in the Urban Dictionary: “A well-worn, unglamorous bar, often serving a cheap, simple selection of drinks to a regular clientele.” Whew, that’s mean.

The one that comes closest to what I think, is from my friend, Gaz Regan:

“Dive bars …. are bare bones joints where guests are treated equally whether they arrived wearing greasy overalls, or tuxedos … when the guest wants a quick shot and a beer before heading out to some swank affair. These places are great equalizers. The filing clerk can tell the CEO how to run the company better in a dive bar. And in a real dive, the CEO will actually listen.”

Linking Seagram’s 7 and Dive Bars makes sense on many levels. First, the brand is an icon and an important part of America’s drinking history. …