Michelob is getting a makeover.
Ho-hum, you say? How cares about a new embossed teardrop bottle?
But wait. There’s more news hidden in the Brandweek story.
Michelob will no longer be made with rice and corn. Right, no adjuncts.
Yet the redo is not intended to align Michelob with craft beers, say wholesalers. Rather the strategy is to bring the brand closer to its original roots and target, which is older consumers. Product literature describes the target as 28 to 54-year-old drinkers who might be drawn to a beer with “more robust malty body and distinctive hop character.” A-B was not available for comment.
Drinkers looking for more robust malty bod and distinctive hop character? That wouldn’t be you, would it?
(We’ve added more details since this post.)