MillerCoors recently debuted the new Saint Archer Gold -- a light beer with just 95 calories, 2.6 grams of carbs and 4.2% ABV. To launch the new, premium light beer the brand is launching a tongue-in-cheek marketing campaign that playfully pokes fun at one of its competitors: Michelob Ultra.
The campaign claims that Saint Archer Gold claims it's "a better tasting light beer than Michelob Ultra" (based upon a 2019 Beverage Testing Institute professional expert beer panel tasting.) To compensate light beer lovers for their error, anyone who purchased Michelob Ultra in the past 10 days can get a free 6-pack of Saint Archer Gold.
To claim this free beer, send a picture of the receipt to tastegold@saintarcherbeer.com where you will receive instructions on how to get your hands on the premium light beer before the Super Bowl.
Image Credit: Saint Archer Gold
What's Driving This Trend
- Light Beer Marketing Campaigns
- Opportunities for brands to promote lower calorie, lower carb light beers in a tongue-in-cheek way to differentiate from competitors.
- Premium Light Beers
- Growing trend of launching premium light beers with lower calorie and carb content coupled with higher ABV to appeal to health-conscious and socially conscious drinkers.
- Innovative Beer Sampling Methods
- Opportunities for brands to incentivize customers to switch to a new beer by offering free samples in exchange for proof of purchase of a competitor's beer.
Who This Affects Most
- Alcoholic Beverages
- Opportunities for new players to enter the market by offering high-quality, low-calorie and low-carb light beer options to appeal to health-conscious drinkers.
- Advertising
- Opportunities for brands to create humorous and creative marketing campaigns to promote lower calorie and low-carb light beer options, potentially leading to increased sales and market share.
- Retail
- Opportunities for retailers to stock and promote premium light beer options with lower calorie and carb content coupled with higher ABV to cater to health-conscious and socially conscious consumers.
