• Associated Press / New York Times, Friday, May 12, 2006 11:32 AM

Domestic brewers are changing the way they market their products. Not long ago, Miller attempted to reposition its Miller Genuine Draft brand to appeal to more mature beer drinkers. The idea was to attract sophisticated 20-somethings who were straying from domestic beers in favor of imports, wine and spirits. The company started targeting drinkers who have grown out of the party scene, might be making more money and now want the better things in life. Now other brewers are also trying different marketing methods to increase sluggish beer sales. For example, Coors Brewing Co. is changing the way it talks to consumers about its premium beer, Coors Banquet, said Kabira Hatland, a spokeswoman for the brewer. New ads will focus on how the beer differs from others in the category, highlighting its use of water from the Rocky Mountains, she said. The last ad campaign centered on men going out on the town. ''What we are finding in a category like domestic premium beer is, it's important to differentiate yourself from the other beers so that when a consumer sits down at a bar he or she understands why he wants to order your beer compared to other ones,'' Hatland said. Terry Haley, brand manager of Miller Genuine Draft, said the days of beer marketing being associated with a fraternity house mentality are long gone. ''No one sees themselves as the old beer stereotype anymore,'' Haley said. He said his company's surveys show Miller Genuine Draft line appeals to men and women who know how to cook, and want to own homes and entertain friends, not just go out for fun on the town

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