It’s Rocking! More Adults Than Ever are Sipping Rolling Rock
It’s a premium pale lager like no other. Balanced, medium-light bodied and with a unique and flavorful malt character and subtle hop finish, it’s no surprise that self-confident, unpretentious adult drinkers with an independent spirit are “rocking” the Rolling Rock.
First introduced in 1939, Rolling Rock was treasured by a small and very loyal following. But, despite its distinctive flavor and refreshing appeal, the brew remained a hidden gem and sales were small. Anheuser-Busch (A-B) recognized the brand’s potential and acquired Rolling Rock in 2006, and A-B wholesalers across the country soon stocked their warehouses with the famous green bottle.
Following the same time-honored brewing process and adhering to the original recipe, A-B went to great lengths to preserve the taste that Rolling Rock fans love and set forth a plan to bring the brew to more adult drinkers across the country.
To grow interest in the Rolling Rock brand, A-B debuted Rolling Rock’s first major advertising campaign in nearly five years in 2007, with fictional Rolling Rock vice president of marketing Ron Stablehorn at the helm.
Unpredictable commercials like “Beer Ape,” “Man Thong” and “Foul Ball” followed, and adults began to catch on to Rolling Rock’s unique appeal and began picking up the brew at their local grocery store and ordering a Rock when out on the town. Although branded (tongue-in-cheek) one of the nation’s worst marketing minds, Stablehorn’s campaigns were wildly successful and later led to his idea to project the Rolling Rock logo onto the moon, better known as the Moonvertising campaign.
The quirky and ultra creative marketing campaign clued adult drinkers into what A-B already knew – Rolling Rock is a unique, edgy beer with an outstanding flavor and exceptional quality. And the sales are proof.
A-B is very pleased with the Rolling Rock sales trends since acquiring the brand. It’s growing in many parts of the country and the company looks forward to continued success.
You may not be able to see the Rolling Rock logo on the moon yet, but you can see more adults than ever enjoying a Rolling Rock and having an out-of-this-world experience.