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.
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 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!