Micro vs. Macro Brew

Salon has an interesting article on the success of micro breweries:

And most blatantly, Miller has just launched this television campaign promoting a new can that allows the beer to be consumed as quickly as possible. Though thinly veiled as a mechanism for better drinkability, the new “punch-top” can is obviously developed as the first specifically engineered to shotgun beer — that is, specifically designed to drink beer in a way that makes sure you don’t actually taste the beer. The unique selling proposition of the campaign is incredibly blatant in its embrace of the low-price/high-volume model: It is screaming at you to buy the cheap product exclusively because everything about it — the beer and even the can — is aimed at helping you pour it into your body without even having to taste or savor it. In this “punch top” innovation, Miller is effectively acknowledging that its customer base is those who drink only for volume — and it’s trying to thus convince more beer enthusiasts that speed drinking is a virtue


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