Keystone Light Targets Rural Beer Fans With Big Utility Vehicle Giveaway

Maybe ‘targets’ was a poor choice of words, but Keystone Light is hoping to connect with rural beer lovers with its new summer campaign.

Here’s the deal…

Keystone Light beer, which is part of the Molson Coors family, has the second-highest buyer loyalty in the entire beer category according to IRI, a leading retail data firm. And a majority of its fans live in rural regions.

To build on that relationship Keystone Light is launching a new campaign with limited-time summer packaging that is an ode to the great outdoors.

“Keystone Light is all about the outdoor life and we’ve been hearing from fans that they appreciate packaging that reflects that, too,” Bill Holland, associate marketing manager for Keystone Light told Beer & Beyond. “This is our tribute to wide-open spaces, summertime bonfires and the beauty of nature.”

And campaign’s the piece de resistance? A Keystone Light-branded utility task vehicle (UTV) – available for legal-age consumers to win and local distributors to put on display.

A UTV is four-wheel drive, all-terrain vehicle, that can be used for hitting the hills or more mundane chores like towing and hauling. Unlike ATVs which are basically sports vehicles built for trail riding, off-roading, or racing, UTVs are a bit larger, seat more passengers and have more practical capabilities…

And UTVs aren’t cheap either.

Base models for two passenger side-by-sides go for more than $7,000. The base model for a four-passenger UTVs goes for $15,000, so Keystone Light’s new summer giveaway is an attention-grabber that’s for sure.

Keystone Light has long been committed to creating real connections with its rural base, an audience that loves the outdoors, community and camouflage any time of the year. That includes its ongoing partnership with outdoor lifestyle company Realtree, which features a Keystone Light custom camo pattern that’s appeared on hats, shirts, coolers – and this summer’s UTV.

The new packaging and UTV contest (details can be found here) are part of Keystone Light’s ongoing courtship of rural beer fans, an important demographic for the brand that accounts for more than 60% of the its sales.

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