This is a Miller Lite kiosk I spotted in the meat section of my local supermarket. The flat panel monitor featured a video of meticulously-casted, well-groomed rock & roll models doing rock & roll type things, interspersed with graphics reminding me that Miller Lite is the Official Beer of SXSW. Unbeknownst to me, it turns out that Austin is “Where Great Taste Comes Alive.”
It’s always tricky for a national brand to make proclamations about a specific city or a specific event that are personally meaningful. For me, my least favorite thing about SXSW is when my favorite bars can’t carry Lone Star because it’s not an “official” beer. I’d almost rather teetotal than drink “Official Miller Lite,” which is ironic because Lone Star / Pabst is brewed at Miller facilities on a contract basis. It’s hard to rationalize beer loyalty, let alone my personal beer loyalty. I have a fond memory of some out of town Miller rep telling me not to order Lone Star because it’s a “local chump beer”. Of course I ordered it anyway.
Regardless, the video kiosk made me laugh because it presented a vision of SXSW I’m very familiar with, but one I fiercely associate with another brand. Honestly, this ad called up memories and associations that made me want to drink Lone Star.