People in their mid-to-late 20s, who have grown out of the party scene and developed more sophisticated tastes, are being targeted by brewers like Miller, the Associated Press reported May 10.

Miller Genuine Draft, a domestic premium brand, is marketed as "Beer. Grown Up"; other contenders for this market segment include Budweiser and Coors Banquet. "What we are finding in a category like domestic premium beer, is it's important to differentiate yourself from the other beers so that when a consumer sits down at a bar he or she understands why he wants to order your beer compared to other ones," said Coors spokesperson Kabrina Hatland.

Sales of domestic premium brands have fallen 22 percent since 2000, and have lost ground to imports and craft beers. Miller's "mainstream sophistication" campaign, which includes sponsoring events with GQ magazine, is an attempt to counter the trend. The brewer hopes Miller Genuine Draft will appeal to buyers who care more about taste than calories.

"We're seeing a lot of this portion control, you can eat whatever you want as long as you eat in moderation," said Christy Brinnehl, a beverage analyst for Mintel Custom Solutions. "I think they're saying you can do that with beer. It's more indulgent. There's more of a premium feel to it."

Sales of Budweiser peaked in the 1980s; Miller Genuine Draft peaked in the early 1990s. Sales of both beers are about half of what they once were.