MillerCoors didn't panic during the time the beer market was down, because they knew it would bounce back — and it has! The only problem is is that they haven't really been able to tap into that millennials market. You know, cool kids between 21-27 who think it's uncool to drink both Miller and Coors.
So how do you get past that?
They're hoping the answer is in Miller Fortune, a new beer that has more alcohol content than their other products. Basically, they want to appeal to millennials by getting them drunk as f*** in less time!
It's 6.9 percent alcohol by volume. That means two years later it has shown up after Bud Light Platinum beer, which is 6 percent alcohol by volume. That's a whole .9 percent more!
For contrast, normal weak-ass beers are around 5 percent, with even weaker-ass light beers being about 4.2 percent.
This is the beer industry's answer to the spirits industry, which seems to be the millennials' choice. They have even been caught likening the millennials to the drinkers of the “Mad Men” era when “cocktails were where it was at.”
Here's what the marketing department said:
“Spirits has done a good job of getting the hearts and minds of legal-drinking-age millennials, portraying offerings as more sophisticated. Enter Miller Fortune.”
So they're employing tricks to make you think it's more than just a stronger Miller or Coors: the black bottle, the commercial set at night, urban landscapes — pouring into rocks glasses instead of beer glasses. That kind of stuff.
Will it work, though?
Do YOU want to drink it because of those superficial things, or would you rather stick to craft beer and spirits??
[Image via MillerCoors.]
Tags: ad campaigns, alcohol, beer, business blitz, content, health, higher, millennials, millercoors