I think you're spot-on with what they're trying to do. They're competing against vodka and other spirits companies even moreso than craft beer brewers when it comes to their target consumer. The "cool" appearance of the packaging and commercials take priority over even the product itself. (Thus the room full of black-clothed DBs in the Black Crown Super Bowl commercial.) You're not buying a beer, you're buying an image... Same with Beck's Sapphire. Cool black bottle, but I'll take a Prima Pils over Sapphire any day of the week.