It’s OK To Drink Cheap Beer
In the midst of craft and import beers’ growing marketshares, Miller Brewing Co. has launched a campaign saying it’s OK to drink cheap beer. The ads show a delivery guy removing Miller High Life from highbrow establishments, saying that it doesn’t belong in those places.
Will the ads help Miller and its competitor Budweiser to hold onto their eroding marketshares? Miller is attempting to market its beer as genuine and unpretentious, but the craft brewing competition is simultaneously trying to create the same image while offering more taste and variety. Looking at price alone though, Christy Brinnehl, a beverage analyst at Mintel, says that the ads likely won’t cause people to switch but may resonate among existing consumers and reinforce existing attitudes about fancy-schmancy brews.
