MILWAUKEE, WI -- On Jan. 12, Miller Brewing Co. unveiled its plans to market its full-calorie domestic Miller Genuine Draft (MGD) brew to adults of legal drinking age in their 20s and 30s with the catchphrase, “Beer. Grown Up.”

The Associated press writes that the new advertising campaign will officially launch nationwide on March 1. Miller’s MGD campaign hopes to attract younger consumers who have “drifted away from beer” in favor of wine and liquor, as well as microbrews and imported beer.

“We've found our target consumer, 26- to 40-year-old strivers that are being neglected by the beer category," Miller Brand Director Terry Haley said, adding, “It is perfect for Miller Genuine Draft.”

The MGD brand makeover will include new gold labels and a clear glass bottle. However, notes the AP, industry observers are skeptical that Miller will be able to revive a full-calorie beer, which, as a subcategory, has “declined against light beers and other drinks for several years.

“You never say never, but the fact that it's been sliding for as long as it has been and the fact that it has never established itself in many markets, particularly the East…it's a huge challenge,” said Eric Shepard of industry publication Beer Marketer’s INSIGHTS.

Meanwhile, Miller Brewing is planning to be the only beer advertiser during the 2006 Academy Awards show on March 5, notes the AP, and will also have a huge advertising presence during the NCAA “March Madness” college basketball tournament.