New MillerCoors Beer Targets Young Americans

MillerCoors, New MillerCoors Beer Targets Young AmericansSqueezed by increased competition from artisan spirits on one side and craft beer on the other, MillerCoors will be introducing a new beer brand next year that they hope will attract those difficult 21-to 24-year olds back into their Big Beer fold.

Two Hats is MillerCoors’ newest attempt to win over that “hard-to-reach” borderline beer/young professional demographic and it appears to be strategic if nothing else.

Slated to roll out nationwide in early 2018, Two Hats is described a line of clean-finishing light beers brewed with a hint of natural fruit flavor. And even calling two new beers a ‘line’ is a bit of a stretch on MillerCoors part…just sayin’.

What Two Hats Is, is two fruit flavored LIGHT beers, one with lime, the other pineapple flavored, that come in at a minimalist 4.2% ABV.

With its low ABV sessionability and fruit flavors, MillerCoors is hoping Two Hats will tap into two growing trends that they see as resonating with their target demographic…fruity beer that won’t make you fat.

According to market analysts Mintel flavored beer is an uber-hot part of the overall beer market, accounting for 27% of total US beer launches in 2015, up almost 80% from 2010. That study detailed that nearly three in five American alcohol beverage drinkers said they were interested in beer with fruit flavors, a number that was, not surprisingly, led by women 22 to 34.

And in keeping with the MillerCoors mandate to wrestle those valuable 21- to 24-year-old away from their PBR, Two Hats will be offering this new brand at what they describe as an “affordable price” (read: cheaper than pot) and in 16 oz. cans that are sure to make them a hit among all those high school kids with fake IDs.

Two Hats’ introduction will be backed with a national digital campaign and non-traditional advertising (magic marker messages in bathroom stalls?) as well as ‘experience-focused marketing programs.’ whatever that means.

Like most global beer companies MillerCoors’ mission to capture the next generation of ‘just legal’ beer drinkers is critical to their plans for World Domination and we expect all of you to do your part!

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