Saint Archer Gold debuted today two new video spots, kicking off a broader media campaign that seeks to introduce Americans to the new light beer brand amid its national rollout.
Backed with the Guns N’ Roses 1989 anthem “Patience,” both spots feature professional skateboarder and Saint Archer Brewing co-founder Paul Rodriguez on a quest to find and purchase a 12-pack of Saint Archer Gold in the brewery’s hometown of San Diego.
Each spot — a 30- and 60-second version — follows Rodriguez as he crisscrosses the city on his skateboard, whistling the opening bars of the song à la Axl Rose. In between stops at retailers in which he finds empty displays of sold-out Saint Archer Gold, Rodriquez encounters a busker who picks up the tune on his guitar.
At his final stop, just after sunset, Rodriguez finally finds a coveted 12-pack of the “Ultimate Light Beer” and skates off while the text appears on the screen: “Introducing a light beer worth holding out for.”
“We wanted to introduce Saint Archer Gold to the world in an impactful and meaningful way,” says Andrew Walker, vice president of above premium beer at Molson Coors Beverage Company. “The intention is to create broad awareness for this brand, while showing the lengths that drinkers will go to get a better-tasting light beer.”
The Helles-style light lager, which checks in at 95 calories and 2.6 grams of carbohydrates per 12-ounce serving, launched nationally on Jan. 1. It debuted with a 15-second ad earlier this month highlighting its attributes and point of differentiation: it’s a light, crisp and refreshing beer with a slightly more hop-forward flavor profile than competitors in the fast-growing above premium light segment.
By landing on online channels today, the new Saint Archer video spots hit just in time for Sunday, one of the biggest media and advertising events of the year. The brand also will reach viewers in more than 70 U.S. television markets on Sunday during the pro football championship game.
“We want Saint Archer Gold to break through on the biggest stage,” Walker says. “This beer ensures we have a beautiful, high-quality product in the above premium light beer space.”
The beer was designed by Saint Archer’s brewers at its Miramar brewery and taproom in San Diego. When it continued to land in the No. 1 or No. 2 spot on its weekly taproom draft sales charts, “we saw we obviously were on to something, and there’s a real consumer insight here,” says Brad Nadal, Saint Archer’s president. “The mindful millennial was driving this trend, and it hit us that we could be the brewery to deliver a taste-forward, authentic light beer brand that can connect with consumers.”
After a four-market test in 2019, the brand made the decision to go national. And now its message is going national, too.
“We’re incredibly flattered that we get to bring back Paul, who represents all of the ambassadors and founders who got this brand and this brewery up and running,” Nadal says. “Going full-circle is pretty emotional and pretty exciting for all of us here.”
Aimed at active, health-conscious 25- to 44-year-old men and women, Saint Archer Gold is designed to compete directly with Michelob Ultra, one of the top-performing brands in the beer industry in recent years.
So far, its reception among retailers and wholesalers has been overwhelmingly positive. Drinkers and tastemakers also are dishing out praise.
Chicago Tribune beer reporter Josh Noel called it “a finely tuned beer with nary a wasted note” that “remains crisp and clean” even after a few minutes out of the refrigerator. “Saint Archer Gold trumps Michelob Ultra by offering bright, clean refreshment and vaguely interesting yeast character that veers toward mild fruitiness,” he wrote in a Jan. 23 piece.
Writing for Brobible, Brandon Wenerd said Saint Archer Gold is “light, bright (and) genuinely refreshing … with lots of crisp flavor, best enjoyed in the company of friends."