Most people that I know drink BMC because of the price and a perception that craft beer is dark and bitter. I've converted a few guys with light, refreshing craft brews. If I give them an American Pale Wheat or a Witbier, they are usually surprised at how smooth and refreshing that beer is. At that point they realize beer can have positive flavors and craft isn't necessarily bitter. After the lighter crafts I'll sneak in a low bitterness brew, like a Williamsburg Coffeehouse Stout or a Chocolate Yeti. Usually they are hooked and shocked that dark, bitter beer can be so good.