I find this to be a head scratcher:

MillerCoors Makes Manly Pitch With New Hard Cider Brand” – watch the ad courtesy, Ad Age.

The article states:

“Hard cider is one of the hottest sectors in the alcohol business, but MillerCoors thinks the category is still missing some testosterone….Smith & Forge is going after the common man. MillerCoors sees opportunity in the fact that cider purchases skew far less male than beer.”

In the world of quality I think MillerCoors is world-class. Flavor is different from preference so remove any bias based on your own preferences. Why not focus on flavor instead of gender? Why not make an equally female savvy ad (if you can call the ad savvy…it is clever and fun) for the same product, delivering equal time to the worlds most oft-forgotten beer and cider drinkers: women.

Aside of this, the piece, which is *almost* non-gender oriented, stills screams ” Beer Is For Men, Cider Is Not.” Enter: Gender. WTH.

Time to blow the lid of gender, beer & cider

Time to blow the lid of gender, beer & cider

Who has ever said that beer is masculine? That Cider is not masculine?  The wrong thinking has pervaded here because the already 70%+ of the beer drinking market that is male will be hard pressed (get it?!) to get past all the other gibberish we’ve been slowly force-fed to the end that men must like beer.

Interesting point: That apparently “A Boston Beer spokeswoman did not return a request for comment.” What exactly did they want Boston beer to comment on? Oh – how about this, from the author:

“She said that ‘while Angry Orchard in and of itself might feel masculine,’ the brand’s ‘design techniques,’ such as its ‘whimsical tree’ and color scheme, ‘lean a little bit away from the masculine side.’ “ [attributed to Rita Patel, director of new product development at MillerCoors]

This is the wrong thing for one brand to say about another – to assume they think they know what the entire consuming body thinks. No, Rita, don’t do it. In fact, I’d like to have a cider or beer with Rita and other powers that be at MillerCoors to learn exactly where they think they are coming from – cause me thinks it ain’t the consumer. (Rita – call me anytime here)

The merry-go-round goes round…and round…and round…to the same tired music with the same wrong-headed thinking on all accounts.

I look forward to the day the phone rings and someone with some impact from the largest and most influential breweries call and ask, “So – what does the consumer think?” of us. That’ll be a red (apple) letter day.

p.s. and who precisely is the common man??

Categories: Assumptions & Myth Busting, Beer, Marketing, Something To Think About
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