Keystone Light Courts Rural Beer Fans

One of the results of COVID-19 is that city dwellers are increasing migrating to more rural locations and Keystone Light has a new ad campaign targeting this growing demographic as well as its long-time rural beer fans.

Here’s the deal…

In the new digital ads, called “Ode to the Smooth Life,” Keystone Light plays the hero while smoothing out some of the wrinkles of rurality, like when the fish aren’t biting and the cooler’s empty.

A catchy ditty and the crack of a Keystone Light brings a smile to the faces of the ads’ main characters, Jeff and Kathy. The brand sought to make sure the ads were as authentic as possible, down to the right brand of fishing rod and tackle box.

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“Often life feels harder than it needs to, which makes things more complicated. For our rural drinker, simple things matter, and a smooth beer like Keystone Light can make life feel just a little bit easier,” Sarah Walsh, marketing manager for Keystone Light explained to Beer & Beyond….

“Rural drinkers are incredibly important in the economy space. They’re brand loyal and they over-index in beer, and we know we are well positioned since 60% of Keystone Light’s volume already comes from the rural market.”

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The new spots mark a strategic shift for Molson Coors beer brand Keystone Light, shifting away from courting younger demos and putting its focus squarely on rural drinkers age 35 and up.

The ads are Keystone Light’s latest effort to court the millions of drinkers who don’t live in cities as well as the growing migration COVID-addled once city dwellers now bailing on urban life.

“Keystone Light has been the beer of choice for countless folks over the years, Walsh added, “and we’re excited to connect with those loyal drinkers though relatable ads like these.”

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