MillerCoors Announces Plan to Kill Off Millennial Beer Brand Two Hats

Image: MillerCoors

Nobody can accuse MillerCoors of being indecisive. Just six months after debuting Two Hats, meant to build a loyal Millennial following, the behemoth brewer has announced its plan to shutter the light beer brand.

Two Hats—whose launch campaign included platforms like YouTube, Spotify and Snapchat—was created as a way for MillerCoors to sell more beer to Millennials.

Millennials are often maligned and accused of “killing” longstanding mainstream brands and even entire industries. In an attempt to appeal to this oft maligned demographic, Two Hats focused on digital marketing and experiential events to reach consumers.

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You can watch a Two Hats ad below:

However, as we’ve reported several times based on data from firms such as Nielsen and the IWSR, beer consumption among those aged 21 to 24 has declined. Wine and spirits has not only essentially remained steady, the categories have taken market share from beer over a ten-year span.

Read this: Bad News for Big Beer's Future?

Justine Stauffer, brand manager for MillerCoors who oversaw the launch of Two Hats, said at the time of launch, “With Two Hats, our goal is to build the next generation of beer drinkers. This is a beer they can get behind because it offers drinkers what they want:  A great beer at a great low price.”

Unfortunately for MillerCoors, Millennials didn’t get behind Two Hats. The “good, cheap” light beer brand will be gone by early 2019.

MillerCoors will instead focus on reversing the negative trends currently afflicting Coors Light. AdAge has reported that killing Two Hats will free up resources that will be shifted to Mexican import Sol and Arnold Palmer Spiked.