MillerCoors takes another shot at Gen Y women, will this approach work?

In March MillerCoors announced that they were rebranding MGD64, their low cal beer for woman.  The renamed product – Miller 64, is now being marketed to both sexes using a lifestyle approach.

http://pjlehrer.blogspot.com/search?updated-max=2012-04-05T09:52:00-04:00&max-results=7

Now comes word that in June they will try a different tactic, this time focusing on flavored products.  Specifically they are introducing Coco Breve, a coconut water-infused clear malt beverage that comes in flavors like Kiwi Lime and Mango Citrus.

There’s no doubt that coconut water is the latest beverage fad.  But perhaps more important is the fact that their research shows that Gen Y ladies seek variety in their beverages unlike previous generations who tended to be more loyal. (Schultz, 2012)

So what do you think?  Does Gen Y crave variety?  Will Coco Breve appeal to them?  Does it appeal to you?  Personally I prefer Guinness. 

Schultz, EJ. (2012, May 21)  MillerCoors Aims For Mercurial Millennials With New Fruity Brands.  adage.com. Retrieved May 23, 2012, from

http://adage.com/article/news/millercoors-aims-millennials-fruity-brands/234865/