Miller Genuine Draft hard seltzer launch

Miller Genuine Draft announced plans to launch a hard seltzer… into space.  In a rather creative and unusual publicity stunt, this Thursday, May 13, the beer brand will send a “rocket” full of hard seltzer into oblivion.

Through undisclosed channels, the ad states that “MGD acquired a 21-foot rocket” which will be stocked with some of the category’s biggest seltzer brands before being shot into parts unknown. Committed beer drinkers can nominate which brands should be included online.

Seemingly the point of the stunt is just to demonstrate the company’s commitment to beer – and only beer – in the most expensive and explosive way possible.

“Hard seltzers are a cultural phenomenon, and people have asked if Miller has plans to launch a seltzer,” says Sofia Colucci, global vice president for the Miller family of brands.

“We will never launch a hard seltzer”

“We want to be clear: We will never launch a seltzer. Miller is unapologetically about beer. The only way we will ever launch a seltzer is if we’re launching it into oblivion.”

This is such an usual stunt that it is hard to know where to begin unpacking it.

Molson Coors Commitment to Beyond Beer

The story was announced on parent company Molson Coors’ blog, which is titled “Beer and Beyond.” The title is a reference to Molson Coors’ extensive beyond beer category, which includes a growing portfolio of hard seltzer.

MGD, Miller Lite, and the so-called “champagne of beers” Miller High Life may stubbornly vow to never venture into spiked and sparkling spaces, but with Vizzy, Coors Seltzer, Proof Point, and the already hugely popular Topo Chico Hard Seltzer all under the same roof, who cares?

It is unclear whether any of Molson Coors’ seltzer brands will be included in the launch. Yet if the biggest names in seltzer will be included, wouldn’t they want to be ranked among the White Claws and Trulys on board?

As a company, Molson Coors is so committed to moving beyond beer that in 2020 it dropped “Brewing” from its name in favor of the more inclusive “Beverage.” While Miller refuses to evolve as a brand, its parent company has already gone all in on hard seltzer, acknowledging that the new segment is more than a passing phase.

MGD Struggles

Miller’s attempt to create their own Disco Demolition smacks of bad sportsmanship, making the company seem afraid of a little healthy competition. The Beer & Beyond post announcing the campaign points out that beer has been losing market share to hard seltzer, reporting that spiked and sparkling drinks account for about 10% of total beer sales.

But before hard seltzer hit the scene, MGD was already dropping in both sales and reputation. As early as 2013, USA Today identified it as a beer “many Americans no longer drink.”

Never Say Never

MGD should be careful, lest they soon have to eat – or, in this case, drink – their words. Stone Brewing very publicly insisted that they were above seltzer and wouldn’t consider releasing one – until they changed their mind.

While it continues to grow in popularity, seltzer has never aimed to replace beer. Prior to its effervescent rise, the drinks market lacked beer alternatives – particularly easily portable ones that were also light in calories and carbs.

There is plenty of room in stores – and in space – for beer and seltzer to co-exist peacefully.

Erin Grafton
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