Release MillerCoors to launch Two Hats, a light beer with fruit flavors

Discussion in 'Beer News & Releases' started by jesskidden, Sep 9, 2017.

  1. jesskidden

    jesskidden Meyvn (1,292) Aug 10, 2005 New Jersey

    [​IMG] MillerCoors is preparing to launch early next year a new beer aimed at recruiting tough-to-reach 21- to 24-year-olds.

    Two Hats, a line of clean-finishing light beers brewed with a hint of natural fruit flavor, is slated to roll out nationwide in early 2018 in six-packs of 16-oz. cans. The 4.2 percent alcohol-by-volume beer will debut with two flavors that perform well among younger legal-drinking-age consumers — lime and pineapple — and be sold at an affordable price point.
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  2. AZBeerDude72

    AZBeerDude72 Meyvn (1,351) Jun 10, 2016 Arizona
    Premium Member Beer Trader

    This is a no go for me:nauseated_face:
  3. denver10

    denver10 Poo-Bah (2,348) Nov 17, 2010 New Mexico

    Like the can art/design. Don't have any interest in the beer.
    HorseheadsHophead likes this.
  4. dennis3951

    dennis3951 Champion (837) Mar 6, 2008 New Jersey
    Beer Trader

  5. gopens44

    gopens44 Poo-Bah (2,154) Aug 9, 2010 Virginia
    Premium Member Beer Trader

    I'm not going to lie, if my lawn needs mowed and that's the only beer equivalent to Gatorade at the local c store, I'm bound to try it. Leinie shandies have played the role previously but finding them around here in cans has been tough.
  6. JackHorzempa

    JackHorzempa Poo-Bah (3,542) Dec 15, 2005 Pennsylvania
    Premium Member

    So, what is the discriminator of Two Hats Lime from Bud Light Lime?

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  7. TwoTrees

    TwoTrees Disciple (352) Oct 31, 2012 Washington

    '...aimed at recruiting tough-to-reach 21- to 24-year-olds.'

    Are 21 to 24 year olds really that tough to reach? Or, do they mean the 21 to 24 year olds that don't currently buy Miller products?

    Cool cans. Still won't buy.
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  8. jesskidden

    jesskidden Meyvn (1,292) Aug 10, 2005 New Jersey

    Not branded "Bud" --- or, apparently "Miller" or "Coors"?

    I can't find much other info on the beers (no TTB COLA that I could find but that website's a b*tch to use), just that MC "blog" and an Ad Age article. Not sure if it will be labeled a Miller or Coors product or if they'll go with a 'dba' like "Two Hat Brewing Co., Golden, CO" or "...Milwaukee, WI".
  9. JackHorzempa

    JackHorzempa Poo-Bah (3,542) Dec 15, 2005 Pennsylvania
    Premium Member

    JK, it is my understanding that Bud Light Lime was introduced in 2008. It seems to me that MillerCoors is about ten years late to this 'game'.

    5thOhio likes this.
  10. Oktoberfiesta

    Oktoberfiesta Disciple (304) Nov 16, 2013 New Mexico
    Beer Trader

    What price point are we talking here? That age group is pretty cheap

    And they really had to go through a R&D phase to basically copy cat the ____ -A- Rita lineup? I could've told them that. Are they really selling that well for Bud?
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  11. jesskidden

    jesskidden Meyvn (1,292) Aug 10, 2005 New Jersey

    Or almost 40 years after Lone Star's Lime Lager? :wink:

    Seems that Corona w/lime added later by the server or consumer has maintained its popularity for decades.

    "The brand will be sold at an affordable price..." according to the Ad Age article, quoting the brewery. So, less than "Premium" priced (i.e., Coors Light, Miller Lite) would be my guess - closer to High Life or Keystone.

    These beers are 4.2% and have "subtle fruit flavors" - doesn't sound like the 8% ___-A-Rita line to me which are heavily flavored and sweetened (granted, they also have a ____-A-Rita "Splash" line-extension at 4%).
    #11 jesskidden, Sep 9, 2017
    Last edited: Sep 9, 2017
  12. bbtkd

    bbtkd Poo-Bah (2,014) Sep 20, 2015 South Dakota
    Premium Member

    I might be inclined to try the pineapple if I could find a single. Then again reading a review first might cure me of this urge.
  13. meefmoff

    meefmoff Disciple (364) Jul 6, 2014 Massachusetts
    Beer Trader

    I actually sort of like Bud Light Lime and Miller High Life is my favorite AAL so this has potential to be something I might shove down my gullet now and again.

    As others have said, great can art.
    bluejacket74 likes this.
  14. JackHorzempa

    JackHorzempa Poo-Bah (3,542) Dec 15, 2005 Pennsylvania
    Premium Member

    So there is Corona where folks like to add lime, and then there is Bud Light Lime where the lime is already added. Is there a large unserved market for folks who like Pale Lagers with lime here? In other words, is there genuinely a need for another Pale Lager with lime added?

    mikeinportc likes this.
  15. Squire

    Squire Poo-Bah (1,897) Jul 16, 2015 Mississippi
    Premium Member Beer Trader

    Two Hats apparently.
  16. jesskidden

    jesskidden Meyvn (1,292) Aug 10, 2005 New Jersey

    You wouldn't think so, would ya? Me, neither. But MillerCoors seems to, and they're putting money behind it (unlike you or I :grin:).

    There's lots of beers that you could have said that about that are best-sellers (--- and even more littering the dustbins of brewing history). These days the macro brewers seem content to have a new beer sell a lot upon release, make them some money, and then quietly disappear only a few years later. (Well, "content" might be an exaggeration, but that's the market they're left with).
  17. JackHorzempa

    JackHorzempa Poo-Bah (3,542) Dec 15, 2005 Pennsylvania
    Premium Member

    And that modus operandi has the appearance of being motion vs. action. In other words the Marketing & Sales force of MillerCoors is conducting motion here vs. thinking deeply and creating a novel and needed product that has the potential of having staying power. Just one man's opinion on this matter.

  18. Ridgewalker_1999

    Ridgewalker_1999 Initiate (35) Nov 3, 2016 Tennessee
    Beer Trader

    How many 21-24 yrs old actually care about flavor?
  19. zid

    zid Savant (944) Feb 15, 2010 New York
    Beer Trader

    All of them. :slight_smile:
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  20. zid

    zid Savant (944) Feb 15, 2010 New York
    Beer Trader

    The slanted reviews will definitely be coming in - the type where the color of an AAL is described as "piss" even though the same color in a Belgian blond would be described as "golden straw." :confounded:
  21. bbtkd

    bbtkd Poo-Bah (2,014) Sep 20, 2015 South Dakota
    Premium Member

    There should be a "macro bias" adjustment to the avg score for macros :wink:
    eldoctorador likes this.
  22. HorseheadsHophead

    HorseheadsHophead Meyvn (1,331) Sep 15, 2014 New York

    I agree with the folks that say the cans are cool, but, eh. It's a pass from me.
    mikeinportc likes this.
  23. BigJim5021

    BigJim5021 Zealot (594) Sep 2, 2007 Indiana
    Beer Trader

    I'm sure these will be a huge hit, just like Miller Fortune.

    In all seriousness, you would think that after Miller Chill crashed and burned (and in all fairness, they did put that out well in advance of BL Lime) they would have learned their lesson. Apparently not.
  24. zid

    zid Savant (944) Feb 15, 2010 New York
    Beer Trader

    The discriminator is that it isn't Bud Light Lime. If this new beer was called Miller Lite Lime, that discriminator wouldn't be there. The branding is very deliberate, and they must be trying to reach an audience that wouldn't be as receptive to a Bud or Miller branded beer. The fact that these are supposed to serve as an introduction to the rest of their portfolio makes me wonder if my instincts are all wrong though.
    mikeinportc likes this.
  25. cryptichead

    cryptichead Savant (906) Jul 3, 2014 Illinois
    Beer Trader

    I don't see how the design or the flavor profiles are supposed to attract the 21 to 24 year olds. But what do I know?
    5thOhio likes this.
  26. Stewmeister91

    Stewmeister91 Initiate (174) Apr 7, 2008 New Jersey
    Beer Trader

    If you renember, Miller came out first with Miller Chill before BLL. This seems to make sense.

    BMC struggled with the premium stuff. Bud Light Platinum, Miller Fortune, Bud Crown (something like that) probably haven't touched the A-Rita series.

    Based on the announcement that Bud is done buying craft, is more original offerings in the mix?
  27. JackHorzempa

    JackHorzempa Poo-Bah (3,542) Dec 15, 2005 Pennsylvania
    Premium Member

    Actually I have no recollection/knowledge of Miller Chill.

    I am guessing that the MillerCoors marketing folks thinks this beer will sell better without the use of the Miller name? By obfuscating who is producing the beer the 21-24 year old beer drinkers will find this product more appealing? Perhaps they are taking a trick play out of the playbook like the used for Blue Moon?

    mikeinportc and Squire like this.
  28. 5thOhio

    5thOhio Zealot (523) May 13, 2007 South Carolina

    They left a word off: "21 to 24 year old females ..."
  29. donspublic

    donspublic Poo-Bah (1,600) Aug 4, 2014 Texas
    Premium Member Beer Trader

    It would seem from my experience (not counting college kids, they drink what is cheaper), Bud, Miller and Coors drinkers are as passionate about their brands as we are about ours. I would bet people will check out Miller Lime, even though they never gave Bud lite lime a second look. And when it comes to the beach, I have to admit Bud lite lime is not a bad beer to quench your thirst, there are always some of those cans hanging out in the ice chest.
  30. JackHorzempa

    JackHorzempa Poo-Bah (3,542) Dec 15, 2005 Pennsylvania
    Premium Member

    And what would be the reasoning for folks to want to purchase a Miller Lite Lime vs. Bud Light Lime?

    It would seem that people did not purchase Miller Chill (Miller Lite Lime) since this beer was discontinued.

    PorterPro125 likes this.
  31. dcotom

    dcotom Poo-Bah (1,905) Aug 4, 2014 Iowa
    Premium Member Beer Trader

    I suppose you could use these for an interesting twist on the Strip & Go Naked. Or you could mix the pineapple one with coconut-flavored vodka for a piña colada something or other. Or you could...

    Nah, pass.
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  32. lordofthemark

    lordofthemark Aspirant (290) Jan 28, 2015 Virginia

    I suspect that there are venues (stadiums, etc) where MolsonCoors bids against ABI to be the exclusive supplier, and the lack of a Bud Lime equivalent is an issue.
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  33. mikeinportc

    mikeinportc Champion (890) Nov 4, 2015 New York
    Premium Member

    That's probably it. (mostly)

    As for me, it sounds absolutely nauseating. :nauseated_face:
    (Generally, have that reaction to most fruit beers, with the exception of a more positive feel for sour styles w/ fruit.)
  34. PorterPro125

    PorterPro125 Champion (806) Jan 19, 2013 New Brunswick (Canada)

    Being a 21-24 year old, I honestly can't see these beers being hugely popular among my age-group. Bud Light Lime doesn't seem to be overly popular (At least in my area) which leads me to believe that a Pineapple beer won't be either. As for fruity, sweet alcoholic beverages in general, I think the category is already locked down by the likes of Smirnoff Ice, Bacardi Breezer, Twisted Tea, Palm Bay, etc.
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  35. PorterPro125

    PorterPro125 Champion (806) Jan 19, 2013 New Brunswick (Canada)

    I didn't want to say it myself, but I think you hit the nail on the head. As I said in my comment though, I think the market for fruity drinks is pretty much locked down by the likes of Smirnoff Ice, Bacardi Breezer, Palm Bay, Black Fly, etc.

    Whether or not University Age Girls will choose beer over Vodka, Tequila, Rum mixed drinks remains to be seen :grin:
  36. Urk1127

    Urk1127 Meyvn (1,341) Jul 2, 2014 New Jersey
    Beer Trader

    Im 24 and so ill tellyou why i dont drink miller. I can spend a dollsr or two more on a beer that to me has better flavor. Simple as that. I have no problem paying a little extra for something i feel is better quality for what its worth. Miller bores me. These fruit flavors do nothing for me. Now if millercoors came out with a stout id at least try it. Idc about getting hammered for cheap. I care about small business, quality and taste. They may put out quality in that theres no off flavor and consistency is high but the flavor isnt there. But the 16oz sixer is a plus. Lime and pineapple is not. I feel its going to tastes like seltzer and i want beer to be bold and taste like beer.
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  37. donspublic

    donspublic Poo-Bah (1,600) Aug 4, 2014 Texas
    Premium Member Beer Trader

    Because of this statement that was before it
    I keep both bud and miller products in my back fridge because the miller people won't drink bud, or don't like to and the bud people the reverse way. But in looking at the way it is marketed, that probably logic wouldn't apply. I never had Miller Chill, I am guessing that this new beer will be reformulated and the addition of being from Two Hats will be faux craft so they can probably suck in some people who think this is just a new craft brewery doing light fruited beers. I will try these when they are out, someone I know is bound to have them in an ice chest one day when I am around. I have to say some of the best beer I had this week was when someone had thrown in some bud lights in the bottom of one of the ice chest we had on site while we gutting my in-laws house this past week due to Harvey.
    drtth likes this.
  38. LuskusDelph

    LuskusDelph Aspirant (290) May 1, 2008 New Jersey

    That's highly doubtful.
  39. Haybeerman

    Haybeerman Poo-Bah (2,333) May 21, 2008 Colorado
    Premium Member Beer Trader

    Keep in mind, those kids that needed 57 flavors of juice boxes are now of legal drinking age. Flavor, crushable and affordable appeal far more to them than we that comment on these pages view as drinkable. I don't even plan to try as I'm not much for the seemingly artificial (whether it is or not) sweet flavors. I do like me an ice cold light lager for the right occasion, but hold the fruit.
  40. rgordon

    rgordon Crusader (799) Apr 26, 2012 North Carolina

    I am no snob, and Bud Lite on the golf course at 90+ has come close to being perfect, but I try to keep Stiegl Radler around for endlessly good moments that happen to emerge.
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