MillerCoors pulls Millennial-focused light beer Two Hats

Here today, gone tomorrow. MillerCoors is ceasing production of cheap but cheerful Two Hats, the crafty-looking light beer, which came in lime and pineapple flavours. Taking its inspiration from – possibly – Bud Light Lime, the range was targeted at younger legal-age drinkers. Launched only in February this year, the economy-priced brand will exit the market in early 2019. MillerCoors announced its decision on its blog on 6 August 2018.

So what went wrong? Some commentators point out that MillerCoors, the number two brewer in the country, possibly did not do enough for the brand. Price cannot have been the problem. Two Hats retails for about USD five for a six pack of cans.

Meanwhile, AB-InBev is seeing rising demand for its Michelob Ultra brand, a pricier, low-calorie beer. Sales grew 21 percent last year, making it the fastest-growing beer brand in the United States. AB-InBev recently added a brand extension called Michelob Ultra Pure Gold, which is made with organic grains and has slightly fewer calories than the original.

Nonetheless, even if Michelob is doing fine, it cannot compensate AB-InBev for the losses accrued by Budweiser and Bud Light at the same time.