Brewing Future Success

Greetings my fellow beer aficionados!

I don’t usually blog about beer, but when I do it’s on a Friday. A happy one, indeed!

Today’s focus: Maintaining success in the future.

It’s a common theme and thought of many who frequent their favorite pubs after a long week.

Coors has been a longtime sponsor in professional sports (photo by: stfuas.WordPress.com)

Coors has been a longtime sponsor in professional sports (photo by: stfuas.WordPress.com)

How will I continue to make a difference from tomorrow on forward?

The iconic brewery of Coors, as well as many large adult beverage companies, are facing this question as I type.

In order to stay relevant into the coming years, Coors needs to balance new methods of selling its product alongside its unique value product (UVP).

Accordong to MillerCoors.com, for years, the UVP of the Coors brand has been its appeal to the male audience in sporting and outdoors venues.

No doubt that being forged in the Rocky Mountains along with a plethora of masculine commercials featuring manly men drinking Coors while watching sports has aided this marketing strategy.

The popular slogan of Coors being known as the world's coldest beer seperates it from competitors in the future (photo by: houstonpress.com)

The popular slogan of Coors being known as the world’s coldest beer seperates it from competitors in the future (photo by: houstonpress.com)

The obvious answer, then, to try and gain more revenue would be to appeal to the opposite gender.

According to a marketing article on TalentZoo.com, the Molson-Coors empire  launched a beer tailored specifically toward women.

The company stated it needed a beer that was  “sophisticated without being patronizing”.

If the brewery can get more women to buy its bottles on the store shelves more often, more sales will naturally come.

Another issue the brand of Coors must face is the growing demand for craft beer, or small, independently-owned breweries.

A 2012 article from Bloomberg.com suggested since more and more people are not worried about light calorie beer, the large markets could be in trouble.

With the economy on the rise and many collegiate students my age interested in different, craft beers, icons like Coors will have several decisions to make.

By sticking to their UVP and sports marketing in combination with ideas focused on women and those interested in various beers, the Coors brand should keep its current success in the market for many years.

Only time will tell.

Here’s to a healthy future for us all!

Cheers,

Matt

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Battling Controversy

Greetings my fellow followers and happy Friday!

Deep breath. Another busy week is done and gone!

Full of ups and downs, it never seems like we can do everything right or get every “To Do” item checked off the list. No week comes without its controversy.

Who’s with me?

Much like today’s post on the Coors icon, it seems like no iconic brand gets to its current state without some point of adversity.

Although Molson-Coors is the world’s seventh largest brewer by volume, it took a few crises in the 1970s – 90s to shape the company into the beer giant it is today.

Nearly 100 years after its initial beginning in 1873, Coors was involved in a battle with the LGBT community, women throughout America and minority workers.

According to “Is Coors the One” from the Harvard Crimson, people began to boycott the brew throughout the country in the late 1970s because of Coors’ alleged association with several organizations against the rights of homosexuals, women and minorities.

The protesters claimed that the Coors company and its management had a long history of employee harassment and monetary gifts to organizations such as Free Congress and the Heritage Foundation.

Although openly-gay Scott Coors, son of William Coors, the company’s chairman at the time, may have smoothed relations with his orientation, the company had to make more public it’s values and views.

This was a major red flag in the brewing process!

Although protests continued into the turn of the millennium, the company continued to stay afloat by denying the claims and claiming they could put their money wherever they wanted.

After the 2005 merger with Molson, the new company publicly displayed its stance and value on its workforce with an Employment Principles website page.

In a time when reform and equal rights has been important in both companies and politics, it’s been huge for Coors’ success to be more transparent with the public.

Would you still enjoy this beverage with its history of controversies?

Cheers!

 

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#Transparency

Greetings my friendly followers!

Anyone else adjusted to the new time change? If you combine falling backward for Daylight Savings along with a difficult week of work, you can build up quite the appetite for an adult beverage (or two) on a Friday evening.

But, before diving into a banquet brew tonight and sharing it all over Instagram, let’s learn a little about the company that fills your steins on the weekends and how they use social media as well.

The brand of Coors has been been hard at work promoting itself since its historic beginnings in the late 1800s, but that hasn’t stopped the company from changing the clocks, just as we recently have, in their marketing perspectives.

After the MolsonCoors merger in 2005, the Coors brand was connected to Molson, a popular beer in Canada.

An initial effort by Molson on their Facebook was to entice college students to post pictures of their parties. The school with the most sent in won the “challenge”, and two students were selected to win a prize.

This goes against Coors’ ethics of responsible drinking.

Post from Molson on Facebook promoting pictures of partying. (Photo from: m1.behance.net)

Post from Molson on Facebook promoting pictures of partying. (Photo from: m1.behance.net)

Talk about a hangover.

Instead of falling backward, Coors has now developed a campaign on Twitter and Facebook to be transparent.

This includes posts about what’s going on at the breweries, what events they are promoting (SuperBowl, NASCAR, etc) and how they can help their customers with their questions.

All of this to be more open about what they do in Golden, Colo.

Here’s an example:

They’ve recognized a mistake, corrected it, and started to implement news way to promote their product on social media.

There’s a honest beer!

This is the challenge that not only Coors is being faced with in the modern era, but every brewing company around the world.

This company is trying to make its marketing somewhat like its product.  They started out a little bitter, but are definitely working on a smooth, enjoyable finish in social media.

#Cheers,

Matt

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The Image of Coors

The happiest of Fridays to you!

Coors has used this iconic script font for its logo since the early 1900s.

Coors has used this iconic script font for its logo since the early 1900s. (Photo from: wikipedia.org)

This week, we’ll look into the famous imagery the brewery has used in its marketing and sales as well as how Coors has changed from it’s Adolph Coors roots into the modern era.

It’s not clear when the company started to use its famous script font logo shown on the right, but Coors has been committed to utilizing this script in everything it has produced from the early 1900s and into today.

Even into Prohibition during the 1930s, the company was still producing malted-milk and near-beer with this logo.

One of the first all-aluminum cans made by Coors in the 1950s. (Photo from ebay.com)

One of the first all-aluminum cans made by Coors in the 1950s. (Photo from: ebay.com)

Moving forward into the 1950s, Coors designed the nation’s first all-aluminum beer can, the company’s web page says. They decided to not only stick to the script logo for the cans, but to also include the yellow and red colors they have used for decades when printing on their glass bottles.

The next major innovation, which can still be seen today, was the introduction of Coors Light, a lower-calorie beer known as the “Silver Bullet”, in 1978. The company gave this beer can a silver color instead of the traditional yellow can to easily the distinguish the two.

Both Coors Banquet and Coors Light have impacts in today’s markets, but the Coors Light “Silver Bullet” campaign initiated the color-changing cans which can be seen on shelves today.

The company claims that these cans change color when the beer is as cold as the Rocky Mountains from which they were brewed. Because of this, the Rocky Mountains has become an essential image of the Coors brand.

The Coors Light logo, introduced in 1978. (Photo from: twitter.com)

The Coors Light logo, introduced in 1978. (Photo from: twitter.com)

For more information on the changes Coors has undergone, go to Coors.com for a timeline beginning in 1930.

Cheers,

Matt

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The Banquet Beer

Greetings, my friendly followers!

If you’re a beer enthusiast like me, you’re probably wanting to know a little bit more about the barley beverage you drink after a long day than just the taste.

The drink’s history, its origin and its significance in the whole wide world of beers is important to understand if one wants to truly know their beer.

For this reason, I have decided to take upon myself the quest of exploring the meanings behind the iconic Coors brand of brews.

It won’t take long on an Internet search before you find the tagline of this century-old American brewing company: “The Banquet Beer”.

According to Coors.com, the reasoning behind this nickname surfaces from gold miners in Colorado in the 1800s. These miners would hold gatherings with one another called “banquets”, fully equipped with Coors beers.

The name was officially added to the Coors brand name in 1936 as a symbol to honor “lively gatherings” and a rich “western legacy”, the company’s web page says.

It all began with Adolf Coors, a German immigrant with a passion for brewing hops and barley, who decided to move to Golden, Colorado in 1868 for the region’s rich water supply—and the tradition stuck.

Adolf Coors, the founder of Coors. Photo credited to: https://www.facebook.com/coorsbanquet/photos_stream

Adolf Coors, the founder of Coors. Photo credited to: https://www.facebook.com/coorsbanquet/photos_stream

This beer is worthy of further investigation because it simply works! Any brand that can last 140 years AND survive the Prohibition Era in America deserves to be looked into more deeply.

It seems that since the Coors brand was born on hard work and dedication that they purposefully planned to gear the sale of their beer to those that have a similar drive to that of Adolf Coors. This company loves the hard worker, the “average” citizen, the great outdoors and, above all, like the miners of the 1800s, those who enjoy a good time. (Especially the male species!)

Coors Facebook photo. Photo credited to: https://www.facebook.com/coorsbanquet/photos_stream

These appeals give the consumer a sense of trust, comfort and the feeling that this beer will help turn any occasion into a more enjoyable one.

Much more to come on the iconic brand of Coors throughout the next couple of months.

Cheers,

Matt

 

Links to research:

Coors web site: http://www.coors.com/home/

Coors Facebook page: https://www.facebook.com/coorsbanquet

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