Hasta La Creative!

Prohibition officially ended on Dec. 5, 1933, when Utah became the 36th state to approve the 21st Amendment, an occasion that New Yorkers celebrated with “quiet restraint,” according to a New York Times headline at the time. Eighty years later, Miller Coors’ Batch 19 beer is turning the milestone into a marketing event as it seeks new momentum for the small but growing brand.

The Repeal Day campaign includes signage, in-store sampling and bar parties at which brand representatives will wear historical clothing like flapper outfits. One poster encourages drinkers to celebrate Repeal Day because “without it, you’d be drinking swill.”

Batch 19 wants to “own the holiday,” said Libby Mura, senor marketing director at Tenth and Blake, the craft and imports division for MillerCoors. The brand, she said, has a unique claim on the event because it is crafted from a pre-Prohibition recipe. The formula was uncovered in 1998 after the basement of a Coors brewery in Golden, Colo., flooded and a brewer discovered an old recipe logbook buried in a cabinet. MillerCoors used one of the formulas inside for Batch 19, which was introduced in 2010. The name refers to 1919, the year Prohibition started.

Continue reading at AdAge.com