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As Millennials gravitate towards wine and crafts beers, big beer brands like Heineken have been feeling the pressure.

Feb 29 2016

As Millennials gravitate towards wine and crafts beers, big beer brands like Heineken have been feeling the pressure. The new CMO of Heineken USA confesses, “We spend all our energy now trying to understand the Millennial consumer and how to better reach out to a Millennial drinker…We don’t live in an era of loyalty.” After testing its tequila-flavored beer in Georgia, the brand learned that television ads got them “zero percent awareness” among Millennials, while digital media like Facebook ads reached 23%. Another viral ad campaign with Neil Patrick Harris reached 35 million people within their target age group. The brand is now focusing on penetration through digital content and even implemented an in-house design team for that purpose. (Digiday