We knew Two Hats was coming from MillerCoors. The company sampled it during the NACS Show in October. But we didn't know how it was coming to market.
MillerCoors' press release from Feb. 7 was headlined "Good Cheap Beer Has Arrived." It's an approach we haven't seen in this day and age of craft and premium beers, and it embraces the idea that brewers aren't just competing with each other, but also with wine and spirits, which have stolen share from beer in recent years.
"We want to give 21- to 24-year-old drinkers, who don't consider beer to be great-tasting and affordable, an option they can get on board with," said Justine Stauffer, Two Hats brand manager for MillerCoors, Chicago. "As soon as people realize that a beer this good is about $5, their immediate reaction is, 'Wait, what?' "
Two Hats is a line of light beers with a hint of all-natural fruit flavor. With an alcohol by volume of 4.2%, Two Hats comes to market in Lime and Pineapple flavors. Drinkers can pick up 16-ounce cans in four- or six-packs for about $5 nationwide.