So, as The Takeout’s resident millennial beer expert, I’m going to play armchair quarterback as to why Two Hats failed. First, it didn’t taste very good (despite its highly inspired “good, cheap beer” tagline). MillerCoors sent me a few cans of it back when the brand launched, and I had a hard time finding anything to like about the artificial-tasting fruit flavor that reminded me of a melted Slurpee. Second, I anecdotally didn’t see a huge marketing push behind it. Were you aware of the existence of Two Hats? I don’t think many beer-drinkers were.

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But third and perhaps most importantly, there’s just a lot of competition out there for these precious young-millennial dollars. As the wine cooler craze, hard lemonade craze, and hard root beer craze demonstrate, barely-21-drinkers do tend to gravitate toward sweeter, flavored malt beverages. Perhaps Two Hats, despite its fruity sweetness, didn’t have enough of that novelty factor to convince the Snapchat crowd that it was different from any other fruit beer on increasingly crowded shelves. Beer companies looking for success with young drinkers either need to make a delicious beer that even older millennials (c’est moi) want to drink, or strike gold by discovering the next hard root beer. This 30-year-old really hopes its the former.