I don't get it. Based on what I can gather on line, the target market for these is "Casual golfers." The type you might find hanging out with their buddies at a nine-hole muni, wearing t-shirts and jeans. So, why would they spend 25-28 dollars for a dozen of these, when a Pinnacle or Precept will typically be perfectly fine for them, at 20 bucks a dozen, or even less? Makes no sense to me, but maybe I don't have the whole story. Am I missing something?

Makes good business sense! The target for Union Green is a consumer that enjoys playing golf, but does not identify themselves as a golfer. These consumers may not have grown up with a deep love and respect for the tradition of golf, but their casual engagement with the game shouldn’t be dismissed as a lack of passion.”

The Union Green Teebird ($20) and Pindrop ($28) are available. These are not Titleist balls. Acushnet now markets three lines of balls; Titleist, Pinnacle and Union Green.

Brian, Just to be clear, Titleist did not do this. It was their "parent company", Acushnet who decided to expand into this separate market. They are obviously going after the Vice and Snell markets and by branching off and not expanding Titleist, hope not to impact the existing Titleist market or their demographic. Time will tell if it was a good move or not. In the mean time, no impact to the great Titleist people or products.

Adding to Dale's comment, Titleist focuses on supporting their retail network. Other than customized Pro-V's, you need to go to a store or pro shop to buy a Titleist ball. Union Green apparently only plans to supply about 20 outlets for the public nationwide and the prominent sourcing will be direct sales online.

I work with mostly under 30's. Those that buy in bulk online are not using the 4-4-3 Titleist deal. So there is a target group, but time will tell if it is too little too late or that Union Green can tap into that market.

Agree most people in my generation (millennials) would rather buy something online for as cheap as possible and have it delivered the next day, this isn't what Titleist is about as a brand and I don't think they should try to be. If Union Green can fill this gap and sell/ distribute using Amazon they will have a lot more potential to reach the younger more casual golfer.

Vice also offers balls in multiple colors, which I think Union Green will really need to do ASAP.

I am sure they did the research and I wish them. I am not in their target group.

Smart business decision, vice is crap made for those who enjoy balls that look like hell after a few holes. Will try a box because why not.

Different culture today with some golfers. I look forward to see what comes of this but I'll be sticking to the ProV1 or AVX for now. I wish Acushnet the best with this new project.