Keystone Light Targets Rural Beer Fans

Maybe ‘targets’ is a poor choice of words, but Keystone Light is hoping to connect with more rural drinkers in its new 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 counties

To build on that Keystone Light is launching a new campaign specifically targeted (sorry) at rural beer consumers which is built around three themes, fun, freedom and family.

Those themes serve as the framework for  Keystone Light’s new TV spot and apparel partnership with outdoor lifestyle brand Realtree, which incorporated Keystone Light’s signature blue color scheme into its camouflage apparel and other branded swag.

“Sixty percent of our volume comes from rural counties, and in our conversations with those consumers, some clear themes emerged,” Matt Lafferty, marketing manager for Keystone Light told Beer & Beyond. “We want to celebrate the sense of community, self-sufficiency and fun that comes from that rural lifestyle they’ve chosen.”

The new ad called “Bar Barn” positions Keystone Light as an easy-drinking companion to rural life and features  a man welcoming friends into his barn which he’s transformed into in a watering hole complete with a bar and neon signs.

And Realtree, a top maker of camouflage apparel in the US worked  with Keystone on a 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.

 The focus on rural consumers isn’t new for Keystone Light, but the fresh campaign represents its most intensive effort to date to court those drinkers. Not only do they make up the majority of the brand’s buyers…they’ve also incredibly loyal.

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

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