REBECCA DUBE
From Wednesday's Globe and Mail Last updated on Friday, Mar. 13, 2009 12:00PM EDT
Beer and high-powered hunting rifles - what could be a better combination?
Miller and Anheuser-Busch are introducing camouflage beer cans in an attempt to appeal to hunters, outdoor enthusiasts and anyone who enjoys the simple pleasures of hiding in the bushes with a six-pack.
Brandweek magazine first reported the decor development last week. An Anheuser-Busch representative confirmed yesterday that it is real, and not some sort of practical joke.
The camo-can "will be very credible with hunters," Jim Gorczyca, Anheuser-Busch's director of value brands, told Brandweek.
Miller High Life, Busch and Busch Light have been targeted to sport the green camouflage this summer and next fall.
But some observers questioned the wisdom of the camo-can.
"Ah yes, guns and beer. Nothing can go wrong there. Nope. Not at all," wrote Kate Hopkins, author of the food blog Accidental Hedonist.
"I sense a trend here, with other large-scale breweries aiming their advertising at high-risk markets. Soon, Coors will start marketing towards airline pilots and Heineken will aim at Lindsay Lohan."
Recalling the old joke about how American beer is like making love in a canoe, one online commenter strove to allay fears: "Guns and beer would be dangerous, but fortunately this is just guns and Miller. Not a whole lot more dangerous than drinking bottled water."
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