You have to be at least 30 to buy Miller Genuine Draft. At least that’s the premise of the new television campaign (Ads). In these commercials, late twenty-somethings are asked for identification then denied the purchase of Genuine Draft. The ads end with the question, “Do you really have to be 30 to appreciate the golden rich flavor of Miller Genuine Draft? Taste for yourself.” I don't think so.
According to early press releases Miller is trying to reposition the brand to attract an older demo with “mainstream sophistication.” Does denial of service equate with sophistication? A Wisconsin grocery chain cards anyone buying alcohol to avoid age discrimination lawsuits. It may be a good policy but it’s an annoying requirement for someone obviously north of forty years old.
I know it’s only an ad campaign. But if Miller expects consumers to want something simply because they say we can’t have it, Miller doesn't understand the mindset of consumers they’re trying to reach. There are about a bazillion commercial beers (List). We have plenty of other choices so don’t expect us to jump through hoops to buy yours.
Who'd care to be a bee and sip
Sweet honey from the flower's lip
When he might be a fly and steer
Head first into a can of beer?