Targeting the youngest Millennials and the oldest Generation Z consumers, the new Two Hats light beer is here to offer a different kind of libation that's quite different from what their parents consume.
Coming in four and six packs, the beers are infused with the subtle flavor of fruit to offer something of a hybrid between beer, cider and coolers rather than falling too deeply into any one category. The beers will come in lime and pineapple flavors, and feature a 4.2% ABV which makes them a great option for those looking for a light libation to enjoy.
Speaking on the new Two Hats light beers from MillerCoors, Brand Manager for Two Hats, Justine Stauffer, said, "We want to give 21- to 24-year-old drinkers, who don’t consider beer to be great-tasting and affordable, an option they can get on board with. As soon as people realize that a beer this good is about five dollars, their immediate reaction is, ‘Wait, what?'"
Key Themes Behind This Trend
- Young Consumer-targeted Libations
- Opportunity for breweries to target younger Millennials and older Generation Z consumers with hybrid beer, cider, and cooler options infused with fruity flavors.
Where This Applies
- Alcoholic Beverage Industry
- Disruptive innovation opportunity for alcoholic beverage industry to create light and fruity libations for younger consumers.
- Craft Beer Industry
- Disruptive innovation opportunity for craft beer industry to expand their target market by infusing traditional beers with fruit flavors.
- Beverage Packaging Industry
- Disruptive innovation opportunity for beverage packaging industry to develop unique packaging designs for hybrid beer, cider, and cooler products.
