MillerCoors’ new “craft” beer is so small that it can talk to its drinkers individually.

Colorado Native Lager, which launches this week, comes from the No. 2 U.S. brewer’s A.C. Golden Brewing Co. unit, which brews craft-style beers in small quantities and markets them exclusively through digital and word-of-mouth channels. The marketer says the brand is brewed from “99.9%” Colorado-grown ingredients, a percentage that includes the locally made glass bottles. It will be sold only in Colorado, at least at first.
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With Colorado Native Lager, A.C. Golden is using the model that worked for MillerCoors’ Blue Moon: seeding the brand through word-of-mouth and letting consumers feel as if they “discovered” the beer for themselves, which encourages them to introduce friends to it. To do so, it’s putting the entirety of its tiny Colorado Native budget into mobile and social-media channels.

Every Colorado Native label is affixed with a “SnapTag,” which, if photographed on a mobile device and e-mailed to a specified phone number, allows the brand to begin a conversation with its drinkers.
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After e-mailing in a picture of the logo, a drinker will first get a reply asking for their birthday. If they say they’re older than 21, they’ll be queried with Colorado-centric trivia about their hobbies and interests, and the database will remember the answers and use them to craft future communications and offers to each individual drinker.

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