Miller Brewing Co. wants its struggling Genuine Draft brand to just grow up. In an unusual marketing twist, the giant brewer has decided to target consumers for people the company says have "come of
age"those in the 26- to 40-year-old age bracket. That's a radical departure for an industry that worships youth and traditionally focuses on people aged 21 to 24, a group that statistics show
consume 30 percent of the nation's beer. Miller executives say the idea is to market Genuine Draft as a beer with "mainstream sophistication" that appeals to a somewhat older set. The goal, says
Genuine Draft brand manager Terry Haley, is to reach people who are "strivers" and who want the type of mainstream style embodied in retailers like Target Corp., Starbucks Corp. and Ikea. A new TV ad
shows people being carded when they try to buy Genuine Draft. A bartender, waitress and store clerk all refuse to sell the beer because the customer is still in his 20s.
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