Lite beer brands are courting Gen Z with older celebrities-will it work?
Slate • • business
Key Points:
- Major U.S. light beer brands like Miller Lite and Michelob ULTRA are targeting younger consumers by featuring older, culturally iconic figures such as Christopher Walken and Kurt Russell in their marketing campaigns, emphasizing real-life social interactions over digital ones.
- These ads tap into Gen Z's nostalgia and desire for authentic, analog experiences, portraying older celebrities as mentors who guide young people through social and romantic challenges, reinforcing the value of lived experience.
- Despite competition from nonalcoholic beverages and alternative drinks, beer consumption among Gen Z is rising, with 57% reporting beer drinking by 2025, though still trailing older generations in overall beer preference.
- Influencers like Laurie Cooper, an octogenarian active on TikTok, further bridge generational gaps by offering trusted lifestyle and dating advice to younger audiences, encouraging them to engage more in real-world social activities.
- The strategy reflects a broader marketing message that values connection and experience across all ages, positioning light beer brands as relevant and stylish by associating with enduring cultural icons who embody vitality beyond their years.
