Natural Light is giving free beers to 21-year-olds on their birthdays. Sure, Millennials are drinking less alcohol, but while some companies pivot to hard seltzers and even non-alcoholic beverages, other beer brands are leaning on strategies to gain insight on young drinkers’ habits. Cue Natural Light, who is offering free beer this year to those turning 21 via rebate—which will allow them to “learn more about the purchase habits of Generation Z.” They’re also asking for anyone over 21 to share photos on social media of their 21st birthday celebration with the hashtag #NattyBDay, for a chance to be featured on the brand’s social accounts. (Mobile Marketer)
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