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Alright. We all know that the macro lagers are continuing to lose market share to the craft brews. Not enough to put the majors out of business, but certainly enough to make them sweat.
Which probably explains why earlier this week, while getting my daily dose of Pardon The Interruption, I heard something that caused me to fully utilize the rewind function of my DVR remote. In a new Miller Lite ad, Miller relentlessly touts the recent realization that Miller Lite is "triple hops brewed." Apparently Miller is so enamored with this claim, they've gone and plastered it on the front page of millerlite.com (as seen in the image above).
Here's the thing: I'm sure Miller Lite is "triple hops brewed." I'm sure they do add hops three times during the brewing process. But come on, Miller. Let's not kid ourselves. And let's not start slinging buzz words we can't take back and making up brewing terms that are as original as they are vague.
What is the point of this campaign? Are you trying to convince people Miller Lite is a "hoppy" beer? Every sip sends an opposite reminder to our taste buds. Or are you trying to imply that Miller has a craft-like brewing process? Maybe then you'd like to tell us what kind of hops you're putting in there? And honestly, it's not the hops I'm worried about, it's the adjuncts.
I've created a new ad campaign for Miller Lite. It will be their best, most honest yet: Miller Lite is Miller Lite. If you don't know what Miller Lite tastes like, go drink one! They're easy to find. On the flip side, if you regularly drink Miller Lite (or brew Miller Lite), don't be ashamed of it. Everyone who has ever grabbed an ML knew exactly what he or she was getting. And that's fine, it's a matter of personal taste and preference. But don't try to re-frame Miller Lite as something fancy or finely crafted. When I eat Kraft Mac & Cheese, I do it because I'm jonesing for some Kraft flavored mac or trying to save a little cash, not because I'm going to delude myself into pretending its smothered with gruyere and parmigiana reggiano.
I'd like to believe this whole thing is just a publicity stunt. I mean, it is almost as hokey as the 1-second Super Bowl ad.
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2-27-2009 @2:33AM jharp said... I don't work for Miller but a long time beer drinker.
I highly recommend regular Miller, "The Champagne of Beers". It comes in a convenient 30 pack, is cheap (14.99), and is a dam good beer.
I don't have the taste for the micro brews. I drink to catch a buzz.
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2-26-2009 @7:29PM Red Icculus said... Although I support Miller, this has to be one of the silliest ad campaigns ever. If you think Miller Lite has awesome 3x super action hops flavor, you must be tripping on a cigarette that was dipped in PCP.
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2-26-2009 @8:32PM summerofgeorge06 said... Amen. This post was spot on.
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2-26-2009 @8:53PM Mark said... In what way is Miller "The Champagne of Beers?" The beer is produced as cheaply as possible with utter disregard for quality. Hops are the most expensive ingredient in beer, so they use only trace amounts. Clearly, Miller is the Coca-Cola of beers.
Miller and Bud are losing market share to the US microbreweries, who are not only brewing world-class beer, but are changing the way people drink it; pioneering new techniques and crafting beers which target a particular food pairing. The macros have been trying to reinvent themselves in their image, but they're producing the same old swill.
Eventually, I suspect, that Miller and Bud will acquire a good chunk of micros, which they will aggressively and effectively market (and water down!), while the house brands fall to the side like Schlitz or Pabst. And we will have come full circle... once again.
Incidentally, this would be the champagne of beers:
http://beeradvocate.com/beer/profile/202/7661/
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2-27-2009 @2:34AM jharp said... Mark,
My "Champagne of Beers" remark was only meant in jest. It's what is printed on the can.
Though I wish the micro brews all the luck I just prefer the cheap stuff. And the Miller is my cheap stuff of choice lately.
And I used to drink Strohs in the 70's when it was a so called "premium" beer. Shows you how credibel my tastes are.
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2-27-2009 @10:16AM Mark said... jharp:
Sorry if that sounded like an attack. It wasn't my intention to mock your post... you just reminded me of the slogan.
"Champagne of Beers" is their slogan, and Bud is the "King of Beers"... made from the finest barley, hops, and pure mountain water. Along the lines of the original post, it's always bothered me that they try to position themselves as a premium beer when, in fact, it's the cheapest beer available.
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2-27-2009 @2:41PM cyberquog said... I'm pretty sure Miller Lite doesn't even use real hops but a processed hop extract.
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3-07-2009 @7:36PM john said... Another loser of a campaign. It isn't believable nor does it matter. Who is the CMO that came up with this one. Sure doesn't know much about beer or the consumer.
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3-19-2009 @9:51PM renlibrarian said... The thing that gets me is that they claim it's a "Unique" process (adding hops at three times during the boil). The thing is, there's nothing Unique about it. Every homebrewer and pretty much every microbrew I know of (not to mention most of the big boys) have to add them at three times: Once at the beginning for bitterness, and then twice later for flavor and aroma (since the bittering compounds take quite a while to enter solution, but the flavor and aroma compounds evaporate comparatively quickly). Very silly, and perhaps a bit suspect?
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4-04-2009 @1:27PM Mark said... Funny how this comment on Miller tripel hopping comes from a very mediocre craft brewer at best. Nebraska slings mud at all the other craft breweries in the state in order to try to get market share with their watered down brews. Did you know that Dean has run three other craft breweries out of business? I look forward to seeing Nebraska Brewing being the fourth.
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