The analysts may be right. It's not hard to turn off typical "traditional" beverage buyers. In the early 1950s Miller beer advertising went in the opposite direction, advertising their brew as "The Champagne of Beers" and featuring models wearing evening clothes and, no kidding, one even wearing a monocle, and all sipping Millers out of Champagne flutes. Of course beer sales then as now depended on Joe Sixpack, and after taking one look at the new Millers ads Joe decided to buy somebody else's beer. The advertising campaign was a disaster for Millers.