Recently SABMiller announced a new brand of MGD that will only contain 64 calories per serving entitled "MGD 64". As an avid* beer drinker, I think this is yet another great move on the part of SABMiller. AdAge reports:
Miller Chief Marketing Officer Randy Ransom said MGD 64
would actually replace MGD Light in the marketplace, and would be aimed at
stealing women drinkers from rival brands such as Michelob Ultra, Bud Light and
Coors Light. "Basically, this is a new and improved Miller Genuine Draft Light,"
he said. "It has the lowest calories out there and still tastes like beer."
At 64 calories, the brand is the lowest-calorie mass-marketed domestic beer to date, although Beck's Premier Light, from Belgian beer giant InBev, also hit the 64-calorie level when it debuted in 2005. 
Now where they are marketing is even more interesting:
As for marketing, there will also be a clear focus on placing ads
in and around health clubs, executives close to the situation said, noting that
the tagline used in the trial market, "As light as it gets," was well-received by women. With the introduction of MGD 64 and the reports that SABMiller had a 7% boost in 3rd quarter sales, it's evident that SABMiller is making moves in the right direction. It is a shame however that the other move SABMiller plans on making will be westward.
*Avid as in I live in Milwaukee.Labels: Product Introduction, SABMiller, Targeted Marketing |
