But they'll be easier to lose in the woods

Remember Billy Beer?



Maybe we're about to get Hilly Beer:



Miller and Anheuser-Busch intend to get their brands into those coolers by targeting the 65 million outdoor sportsmen and women in the U.S. with new camouflage cans and related promotions.

Miller High Life and A-B's Busch both have a long heritage of affiliating with the outdoors. The brands index high with blue-collar consumers 45-65 years old. Their drinkers also skew higher, compared with the general population, for such activities as target shooting, hunting, fishing, watching the Outdoor Channel or Country Music TV, and subscribing to publications like Field & Stream, per Nielsen.