My apologies to the Beach Boys, but it seems that Miller Brewing (my neighbors to the north in Milwaukee) have decided that the way to revive slumping sales of Genuine Draft and Genuine Draft Light is to attempt to re-brand the product as having “mainstream sophistication” to an older demo.
Drum roll please…. Introducing Miller Genuine Draft – Beer Grown Up.
Exhibit 1 - Miller decides to counter Anheuser-Busch’s “Born On Date." “Round here we don’t serve no baby beer - ours is all grown up.”
Exhibit 2 – Beer isn’t just for College Keggers any more. So when you want to party like a responsible adult party with the grown up beer.
Exhibit 3 – After all the crap life’s handed you – it’s time it handed you a grown up beer.
Exhibit 4 - Still drinking that foamy kid’s stuff? It’s time to move up to MGD the grown up beer.
Imagine the TV ads…
An inept guys swings and strikes out at T-Ball. He returns to the bench an opens a can of Bud. Cut to the other bench. Burly guy slugs down a Genuine Draft walks to the plate and smacks a fastball over the centerfield fence.
A group of guys sit at a kiddy table in a bar pushing, giggling and sipping on Coors through a straw. Meanwhile four “grown up looking” guys at the bar pop open Miller Genuine Drafts while shaking their heads sadly at the “children.”
A beautiful bikini clad co-ed walks slowly along the beach. The guy pops the top on a Genuine Draft Lite, takes a sip and his hair turns grey. The co-ed walks on by and plops down next to a buff college guy who pulls two cans of Keystone from a cooler and says, "Here's looking at you kid" (Oops, that won’t work).
Unless things have changed since the days of my youth, by the time you’re 30 you’ve tried the vast majority of American Beers. You either like MGD or you don’t. We’ll have to see if marketing and advertising can outweigh your personal experience factor. I have my doubts.