MillerCoors recently debuted the new Saint Archer Gold -- a light beer with just 95 calories, 2.6 grams of carbs and 4.2% ABV. To launch the new, premium light beer the brand is launching a tongue-in-cheek marketing campaign that playfully pokes fun at one of its competitors: Michelob Ultra.
The campaign claims that Saint Archer Gold claims it's "a better tasting light beer than Michelob Ultra" (based upon a 2019 Beverage Testing Institute professional expert beer panel tasting.) To compensate light beer lovers for their error, anyone who purchased Michelob Ultra in the past 10 days can get a free 6-pack of Saint Archer Gold.
To claim this free beer, send a picture of the receipt to tastegold@saintarcherbeer.com where you will receive instructions on how to get your hands on the premium light beer before the Super Bowl.
Free Light Beer Promotions
Saint Archer Gold is Giving Free 6-Packs to Light Beer Enthusiasts
Trend Themes
1. Light Beer Marketing Campaigns - Opportunities for brands to promote lower calorie, lower carb light beers in a tongue-in-cheek way to differentiate from competitors.
2. Premium Light Beers - Growing trend of launching premium light beers with lower calorie and carb content coupled with higher ABV to appeal to health-conscious and socially conscious drinkers.
3. Innovative Beer Sampling Methods - Opportunities for brands to incentivize customers to switch to a new beer by offering free samples in exchange for proof of purchase of a competitor's beer.
Industry Implications
1. Alcoholic Beverages - Opportunities for new players to enter the market by offering high-quality, low-calorie and low-carb light beer options to appeal to health-conscious drinkers.
2. Advertising - Opportunities for brands to create humorous and creative marketing campaigns to promote lower calorie and low-carb light beer options, potentially leading to increased sales and market share.
3. Retail - Opportunities for retailers to stock and promote premium light beer options with lower calorie and carb content coupled with higher ABV to cater to health-conscious and socially conscious consumers.