MillerCoors Drops MGD 64 Lemonade, Launched In May

After all the criticism booze companies have gotten for marketing alcohol to women (see here, here and here), here's some hard evidence to prove that the strategy might not work. MillerCoors has discontinued MGD64 Lemonade, a product launched this spring to target female drinkers.

YumSugar found the beverage, a little heavy on the artificial lemonade. It definitely reminds us a bit of Mike's Hard, a drink a drink no one has actually imbibed after turning 21. "My 18-year-old self would've loved this," explained YumSugar.

To all those large brewing companies out there, did you ever think that maybe some women want beer that actually tastes like beer?

Comments

[biglog]

05:19 PM on 08/03/2011

I've been to two separate barbeques this summer hosted by middle-aged, male business associates; affluent, successful types of guys. The kind that try to convey that manly-man vibe. At each one, the host was drinking Raspberry Mike's. Very strange phenomenon. I tried to get each of them to accept a micro in the hope that, like in the Snickers commercials, it would magically transform them from Betty White back to a man.

[biglog]

05:00 PM on 08/03/2011

Sheesh, does anyone edit this drivel?? This thing is hardly 50 words and there are at least two grammatical errors! Oh, how the mighty have fallen...

[fmn]

12:45 PM on 08/01/2011

All the chicks I know drink normal beer. If they drink crap generic beer, they do so with the other guys that also do it! I prefer sampling different kinds of beers, I prefer dark beers with interesting flavors (am I masculine???) I still never knew a chick to say, "hmm, I'd love it if they made beer sugary and less macho so I could drink it!" they don't care. Honestly!

[Dr Waffles]

12:30 AM on 08/01/2011

isn't MGD64 already marketed towards women?

[biglog]

05:23 PM on 08/03/2011

Remember in MGD64's infancy it was almost as though it was being marketed as a sports drink? It was always Men's Health models on a jog, and cracking open a 64 the minute they got home. Because that's really when I do the majority of my drinking: the exact minute I get done exercising.

[DonVitoCorleone]

01:27 PM on 07/31/2011

Didn't I just see an ad for MGB 64 lemonade? I can't believe it is any good. Lite beer (especially really low cal beer), is essentially watered down regular beer. The only way they even sell this garbage is massive advertising. It surely would wouldn't make it without ads to make you feel chic, hip, and 20 something.

[Subsoil73]

12:35 PM on 07/29/2011

WHAT DOES A WOMAN'S FAVORITE ALCOHOLIC BEVERAGE SAY ABOUT HER?
ANSWER: According to Nicole Beland of Men's Health, "The women I know who prefer beer are generally down-to-earth and easy to please. The wine lovers are romantic, sensual, and super-emotional. The girls who go nuts for those fancy, colorful cocktails are fashionistas who party hard but can be materialistic. The vodka-tonic types are sophisticated, successful, and a little predictable. Margarita quaffers are conservatives who like to go wild--but only on occassion. The whiskey drinkers are the serious, mature women who make decisions fast and follow through. In this case, the decision is to get drunk."

[biglog]

05:04 PM on 08/03/2011

Wow, this definitely jives with my experience. 100% accurate. I can really only remember drinking whiskey with a female on a few occasions but I don't remember much, if you catch my drift.

[Puro Purepechas]

09:03 PM on 07/28/2011

My wife drinks King Cobra ( malt liquor), for a step up she'll drink Modelo or Tecate she's not about to buy a fruity tasting "beer". Although I find Micholob Ultra to be a great mixer for tequila or vodka. Open the bottle take a drink then pour in a shot, it bumps up the beer very well.

[craftycrow]

12:08 PM on 07/28/2011

As a woman, if I don't feel like drinking beer, I drink a mixed drink or wine. WhyTF would I want something extra sugery when I don't want to be fat. Whiskey and diet coke for me.

[shelagh63]

11:36 AM on 07/28/2011

I don't mean to get all spammy but, Vodka, especially the Eddie Phillip Prairie vodka is where it is at for the ladies. So clean, so delish, not sure of the calories, but the organic farmers get a stake in the profits. Sugary lemonade sorority girl rufi-beers I mean honestly, not delish

[French Toast]

11:28 AM on 07/28/2011

If I had to give a blueprint for selling women beer, it would be the old Disaronno commercial.

http://youtu.be/QrvLR0pVQ3A

You're selling a lifestyle, not a beer product, in the commercial. And it's the lifestyle idea that will get them to buy the beer product. The Disaronno commercial sells both a man seeing Disaronno as a sophisticated choice and a woman who - while sexually aggressive - is in the power position.

Just my thought.

[Pierogi kid]

09:07 AM on 07/28/2011

why is this dumb? I understand that there are plenty of women out there who would not like this beer but their research shows there are plenty more who would. Beer geeks drive me crazy I mean the craft beer market on its best day represents around 5% of beer consumption in the US and yet this small subset of the population thinks the entire coutntry thinks about beer the same way they do.

[SmartladyDem]

08:48 AM on 07/28/2011

Give me a Guinness Draft any time-and keep the girly drinks to yourselves.

[pepper1311]

08:07 AM on 07/28/2011

If women buy the hype then it's there problem. Advertising has a low winning percentage.

[jsarets]

01:13 AM on 07/28/2011

These candy alcopops practically lampoon themselves, but I also have an issue with the brand positioning. What marketing consultant thought that MGD 64 would be a good brand for targeting the appletini crowd? It sounds more like a video game console than a girly drink.

The target market for these products doesn't respond to combinations of acronyms and numbers. There are most certainly women who appreciate the kind of codified product names like WD-40 or MP4-12C, but in my experience, those are the kinds of women who are more likely to enjoy beer in its conventional styles.

[freethinking moderate]

12:16 AM on 07/28/2011

I don't drink weak beer nor do I go to a bar and get mad at smokers. Come on people, beer is beer....or at least should be.

[French Toast]

11:14 AM on 07/28/2011

Damn straight! No variety! No independent thinking! My way is the only way!

[craftycrow]

12:08 PM on 07/28/2011

Take it easy....