Miller Coors, the No. 2 U.S. brewer, is getting ready to launch a new craft beer, that is brewed in small quantities and is marketed exclusively through digital and word-of-mouth channels.
Normally I don’t geek out over things like this because the marketing approaches don’t tend to be all that inspiring, engaging or revolutionary after you dig into them a bit, but this one has me hooked.
For starters, the brew, Colorado Native Lager, is unique in that it that it uses “99.9%” Colorado-grown ingredients, a percentage that includes the locally made glass bottles.”
That serves as the starting point for what the brewer has used to its marketing advantage in the past with beers like Blue Moon; creating a feeling of ‘discovery’ in consumers. The thing about a craft beer, a small-lot single vineyard wine, or an underground band, is that not everyone knows about it of course. Whether through purely knowing or consuming, the consumer feels a level of prestige or exclusivity. Nana-nana-boo-boo…. (See also: “Heineken drinkers are posers“)
To create that feeling, the brand is apparently putting all its eggs in one basket; that basket being digital marketing via social and mobile media. But what’s taking it to the next level is the ‘SnapTag.’ Tags will be on every bottle and users can take photos of the tag with their mobile device, text it to a specified number. From there the brand can engage in digital discussions with the drinkers, which further down the road will lead to customized marketing efforts directed to each users. Great way to generate engagement, build loyalty and just enhance intrigue.
There is so much more to the program and I definitely recommend taking a quick read of the article on Ad Age. It’s definitely apparent that the brand seems committed to being a part of their consumers lifestyles and finding ways to evolve with them.
Of course, there will be debate by beer afficianados over whether this is a true craft beer brand (see Blue Moon), but regardless of that it’s great to see the brand taking a different approach to reaching its consumer and truly giving them something special.
It will be sold only in Colorado, at least at first.