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MillerCoors officially launches Two Hats light beer targeted to Generation Z

Wednesday, February 7, 2018   (0 Comments)
Business Journal

Patrick Leary

 

 

MillerCoors, like any beer company, engages in constant struggle to grab the attention and spending dollars of young people just entering their legal drinking years.

Two Hats is MillerCoors' latest attempt to target 21- to 24-year-olds' taste buds. The new light beer, debuting in lime and pineapple flavors, will contain just 4.2 percent alcohol by volume and in a unique twist, cost about $5 in four- and six-pack form.

"We want to give 21- to 24-year-old drinkers, who don’t consider beer to be great-tasting and affordable, an option they can get on board with,” said Justine Stauffer, the Two Hats brand manager. "As soon as people realize that a beer this good is about five dollars, their immediate reaction is, ‘Wait, what?’”

The company release hails Two Hats as the first mainstream beer launch at a low price point in "more than 20 years." In line with the rhetoric the company has put forth in recent months about wooing young people, Two Hats is "a good, cheap option that suits the taste and budget of a new generation of drinkers who aren’t currently big on beer."

In his interview with the Milwaukee Business Journal at the Power Breakfast event in December, MillerCoors CEO Gavin Hattersley discussed Two Hats.

"It’s specifically designed to bring the millennial drinker — the 21- to 24-year-old in particular — into the beer category," he said. "It’s a light beer with light flavors. It will be relatively affordable. That’s another attempt from our side to bring millennial consumers particularly into that category."

A post on MillerCoors' "Behind the Beer" blog touted the Two Hats marketing strategy, which involves social events planned to introduce young people to the beer and digital marketing on platforms like College Humor, Spotify, Snapchat and YouTube.

"The tone of the campaign is fun, surprising and a little unexpected,” said Sofia Colucci, senior director of innovation at MillerCoors. Colucci added that the first step in the beer's launch is educating consumers about Two Hats "in a really lighthearted way, through fun memes, GIFs and other media that will make consumers stop in their tracks.”

Two Hats lime and pineapple have already hit stores, officially doing so on Feb. 1. The beer is continuing to work its way onto shelves, but to see if it's already at a store near you, there's a store finder tab on the new beer's website, twohatsbeer.com.


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