Tropical Alcopop Targets Millennial Women

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Published: Monday, November 30 2015 13:16

November 30, 2015

Mike’s Hard Lemonade (Mark Anthony Group) has joined a trend with its Palm Breeze spritzer, stating that the new brand is focused on Millennial women. Dressed in a breezy tropical look, Palm Breeze sits in a cold case with other sweet, fizzy, dangerous alcopops.

Mike’s has stated that it is filling a market gap, "designed specifically to appeal to the 11 million millennial women that annually drink more than 13 million cases of flavored malt beverages" with, among other promotional factors, a lower alcohol by volume (ABV). Mike's hopes the carbonated beverage will evoke a tropical vacation feeling from a can and become a daily favorite among Millennial women. Put another way, the fruit-flavored, inexpensive, lower ABV alcopop will make it easier for girls to start drinking, and encourage young women to drink more often.

Females experience more negative effects from alcohol than males. Binge drinking in young women has increased over the last decade, fueled predominantly by flavored alcoholic beverages/alcopops. In that regard Mike's is not only contributing to a trend; it's a leader.

Flavored? Glow-in-the-dark? A-B InBev.

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Published: Monday, November 09 2015 12:57

November 9, 2015

In a desperate attempt to gain back young drinkers with tricks children enjoy, A-B InBev is going to dangerous lengths. A-B InBev hopes that its release of Oculto, a new tequila-infused citrus-flavored beer, will lure Millennials back to the A-B InBev stable and brands such as Bud Light.

With a campaign based on elaborate masks, whispered secrets, and mysterious club parties where new drinkers are indoctrinated into the brand, more brand ambassadors join the Oculto fold. Yes, it does sound like a dangerous cult or hazing ritual.

Like other alcohol brands hoping to appeal to youth and attract those who would otherwise reject beer, A-B InBev is focusing the majority of its Oculto marketing strategy on social media, e.g. Instagram. The label includes a glow-in-the-dark, Day-of-the-Dead-inspired skull that looks and acts like a children's decoration. While A-B InBev attempts to illuminate the Oculto brand label, the risk of harm to young people inside the bottle glows brightly.