Miller-Coors’ Prohibition Beer Campaign Brings Back The 1920s

When the infamous Prohibition, banned the selling and manufacturing of alcohol from 1919-1933 in the United States, it didn’t slow the nation. The ‘Roaring 20s’ characterized a decade of illegal alcohol smuggling, underground bars, flapper girls, cultural dynamism, and was known for its entertaining parties.

December 5^th marks the official day that the law was revoked and is celebrated (on a smaller scale) as “Repeal Day”.  As authentic craft brewing became legitimized, Miller-Coors’ Batch 19 beer has set up a campaign to promote its beer.  Marketed as a pre-prohibition style lager, its brand aims to capture the same level of authenticity and quality of beer that existed prior to its 1920s ban. Launched in 2011, the beer’s formula was said to be ‘discovered’ in 1998, in a lost log dating back to 1919.

To further legitimize the brand, Batch 19′s marketing goal is to ‘own’ the holiday, as their beer’s essence captures that same authentic taste of that era. Focusing on 16 markets, including Denver, Milwaukee, Dallas and Las Vegas, their Repeal Day campaign involves signage, in-store sampling and bar parties where brand representatives will be dressed in flapper attire. A standout feature of its special edition  packaging is its half-gallon jugs, known as “growlers”- complete with a handle.

The last part of the campaign is their website, which invites visitors to unlock the Repeal Day vault, to win growlers, pint glasses, collectable bar signs, and t-shirts. Here’s one of the signs, with the tagline “Because without it. You’d be drinking swill” (for the non-beer consumers, swill is the last part of a 40oz beer that typically tastes the worst):