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Miller and Anheuser-Busch are going unabashedly after hunters and other sportsmen by marketing beer in camouflage cans.
Both brands have a loyal following among outdoor enthusiasts, both resonate with blue-collar consumers between 45 and 65 years old, and both skew higher than the general population for activities like target shooting, hunting, fishing and watching the Outdoor Channel, writes Brandweek.
Miller High Life is rolling out a “Camo Can” beginning October and running through January. Miller will also begin offering outdoor gear and other products via its loyalty program, Miller High Life Extras. During hunting season last year, Miller sold beer in a blaze orange can, but the company believes camouflage is more universal in appeal.
Busch and Busch Light cans and secondary packaging will sport patterns from outdoor gear supplier Realtree, beginning this summer. Busch will run a sweeps in conjunction with the new packaging, offering users a chance to fish with the pros. In-store displays support.
Both companies are outperforming the rest of the value-priced beer sector. Busch sales grew 2.3 percent and Miller High Life was up 0.7 percent for the year ended April 20, while the sector as a whole declined 1.9 percent at supermarket, drugstore and mass outlets, according to Information Resources Inc.
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