Keystone Light Hunts Rural Beer Fans With Camouflage Gear

Maybe ‘hunt’ is an unfortunate choice of words, but clearly Keystone Light beer’s new campaign is ‘targeting’ rural drinkers.

Here’s the deal…

Molson Coors’ leading economy beer is tapping opportunity in rural areas with a multi-pronged effort this fall to spread the Keystone Light word among rural consumers, many of them hunters. The effort’s led by a partnership with Realtree, the popular hunting lifestyle brand whose camouflage gear has become the go-to choice for hunters and outdoor enthusiasts.

The partnership is just part of a campaign to win over rural drinkers and win back lapsed consumers, Matt Lafferty, marketing manager for Keystone Light explained to Beer & Beyond…

“Pairing Keystone Light with Realtree to create this camo collaboration brings Keystone Light into the conversation that rural consumers are having. It speaks to more than just people with a passion for hunting. You don’t have to be a hunter to appreciate and wear camo,” he says. “When you wear camo, it’s a statement that says, ‘This is who I am. This is where I’m from.’ We love that.”

Realtree, a top maker of camouflage apparel in the US, worked with Keystone on the new line of ‘camo’ swag available at the brand’s new online site, a collection which includes sweatshirts, hats, jackets and even a pool that fits in a truck bed.

And beginning Sept. 1, Keystone Light fans can also enter a sweepstakes for a chance to win merch via social or by scanning in-store advertising.

At the same time, Keystone Light is upping its media presence with its biggest national TV investment in years. That includes ads airing on sports and racing channels, as well as on streaming channels that are popular with rural consumers.

The rural opportunity is huge and obvious, Lafferty says. More than half of Keystone Light’s sales are rural areas according to IRI a leading data and analytic provider.

“We want to strengthen where our core is,” Lafferty says. “Not everybody within those rural counties is buying Keystone Light, so that’s where we see our growth opportunity.”

Molson’s Coors’ new rural campaign is also ‘aimed’ at economy beer segment leader Busch Light, providing an alternative to drinkers in a recession.

“As people look to economize their beer purchases,” Lafferty added, “we feel like Keystone Light is uniquely positioned to help accommodate.”

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