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Tuesday, July 26, 2011

Dead: MGD 64 Lemonade

What a stunning bit of news. Who could possibly have foreseen this?
MillerCoors' experiment with lemonade-flavored beer has fallen flat, with the brewer planning to pull MGD 64 Lemonade from the shelves. The limited-time offering debuted in May and had been planned to run through Labor Day. But the beverage, billed as "64 calories of crisp, refreshing beer with a lemonade twist," looks more like a lemon, with the brewer not pleased with the results.
You have to give Miller credit, though: at least they weren't playing it safe with Sally's Rule. This ties in with an early report of the company's efforts to sell British women a drink called Animee because it was:
[t]argeted at 24- to 34-year-old females.... The brew is somewhat similar to MillerCoors-owned Leinenkugel's Summer Shandy, a seasonal summertime brew that has gained popularity among females.
I am willing to give the Animee experiment some latitude--it does seem like a genuine effort to sell beer. This was obviously a doomed venture that catered not to women beer drinkers, but non-beer drinking women.

1 comment:

Pete Dunlop said...

This beer is crap, no matter who the marketing people had in mind. It has heavy chemical overtones...and not just a twist of lemon...more like a lemonade firecracker going off in your mouth. They should have marketed this as beer-flavored lemonade, which is what it is. Bud Light with lime is bad, but not this bad.

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