Back in December, I talked about Anheuser-Busch positioning their Michelob Ultra as a fitness beer.This ad for MGD 64 signals that the Miller Brewing Company has jumped on the same bandwagon.
- Customized interactive fitness program
- E-mail with custom exercises plus tips for better eating, drinking, fashion and beauty
- Leisure and relaxation recommendations
- A community of members to encourage you
This sounds great, but keep in mind that the reason the site exists is so that Miller can sell beer. Here’s the message that greets you at the site:
Why MGD 64?
We know you make smart decisions about your lifestyle. But we know you like to relax and enjoy a beer with friends. Now you can do both.
It seems to me that Miller is worried that health conscious people will stop drinking beer. Exercise, they say. Be fit. We’ll help you. But please, dear God, keep drinking beer.
While MGD 64 is lower in calories than regular beer, studies have shown that calories are not the only culprit that causes beer drinkers to gain weight. The following is from an article that appeared in The New York Times on April 9, 1992:
Swiss researchers report that when people drink alcohol, their bodies burn up fat much more slowly than usual. And any fat that is not burned is stored in the paunch, the thighs or other places where people put on weight.
The study suggests that it is not just the calories in alcohol that make it fattening but the way alcohol throws off the body’s normal disposal of fat in the diet.
They’re saying that the alcohol in beer is partly to blame for big fat beer guts. Other factors include the types of food that beer drinkers typically eat while they’re drinking and the fact that many beer drinkers have a sedentary lifestyle. If you’re a casual drinker, drinking a lite beer or two every now and then probably won’t contribute to weight gain—but neither will occasionally drinking a regular beer. If you only drink every once in a while, why not drink a high-quality beer with some taste, like Sam Adams, Anchor Steam, or just about any imported beer?
People who drink so much beer that they have to worry about gaining weight probably need to find a way to stop drinking, because it’s a sign they might have a drinking problem.
As an aside, the name of this product is Miller Genuine Draft 64. Putting aside the question of how bottled beer can be called genuine draft (by definition, draft beer comes in a keg), I wonder about the wisdom of referring to a product by initials that don’t call the product tomind. MGD 64 sounds like it could be a car, or a motor oil.
By Marc Librescu