Beer Ad Myths: Man Up with Miller Lite?

Posted on November 4th, 2010

Recently Miller Lite has been running a series of “Man Up” Beer commercials. All of them seem to suggest if you’re not drinking Miller Lite you’re not a “Real Man” and need to “man up” and order a Miller Lite. Clearly Miller is trying to imply that drinking other kinds of beers is for sissies. Order something else and you risk having your masculinity questioned by a pretty lady, and who wants that? Sure it’s funny to see these guys prance around with a lower back tattoo, but how many men who care how their beer tastes drink Miller Lite?

We also can’t forget the female beer drinkers out there. Obviously these ads are targeted at men, but what are women supposed to think of them? It seems to suggest that buying other beer is feminine and weak. I’m sure that kind of blatant sexism sits well with 50% of Miller’s potential market.   The fact of the matter is there are plenty of women beer drinkers out there and their numbers are only rising. A 2010 Gallup poll stated the percentage of women who said they prefer beer over wine or liquor is 27%. That’s up 6% from their 2009 poll. Not only that but plenty of women brew beer too. The idea that women don’t care or don’t know about beer might have flown generations ago but to me it just makes Miller seem incredibly outdated. Miller can and should do better than these sadly misguided ads. For more on what it’s like being a female beer lover, check out Sarah’s article on the subject.

  • Sabanas Torque

    I think you misunderstood the message. I seems that they’re trying to imply that miller lite has a taste (kinda like water has a taste?), and that if you drink anything else you clearly lack…’taste’ (see what I did thar?). I still agree with the complaint about outdated “only men (and ‘real’ ones at that) drink beer” message.

  • Bob Femer

    I find it ironic that big breweries equate drinking this kind of beer with “manliness” given that lighter beer styles were introduced during WWII as an attempt to appeal to women since many of the male customers were overseas.