CNN scooped us with their “exclusive”, so forgive us if you have already seen this. But Natural Light has announced that they are going with a throwback design for their cans. The retro look will be reminiscent of the brand’s 1979 design. And it is all part of a plan to attract older drinkers to the beer that is better associated with college frat parties.
The Natural Light throwback can first debuted in the Carolinas a few years back. And, apparently, the response “was completely off the charts” according to Krystyn Stowe, the head of marketing for the brand. One does have to wonder what “completely off the charts” really means, maybe a percent or two increase in sales? I mean they only changed the outside of the can, not the beer itself. But, then again, I am not a marketing genius, so I have no idea how much redesigning a container can affect sales.
According to CNN, Natural Light, which originated in 1977, has been “experiencing a slight midlife crisis.” Sales are off their pandemic highs. And the sales of cheap beer in the US fell by 8% in 2022 on top of a 5% drop in 2021. In their place, premium brands and Mexican lagers are currently increasing in sales.
I used to drink a lot of Natty Light back in college. In fact, amongst a certain group of my friends, Natty was my nickname. As I got older, I stopped drinking Natural Light with any regularity, only picking up a pounder at a gas station when there was little other choice. But maybe there is something to the marketing; I might be inclined to head down memory lane when I see the retro cans on the shelf. I do wonder whether they will make the throwback cans available in suitcases not just thirty packs, though.
