Coors Light- thanks to years of consistent positioning, strong marketing and great support from the distributor network- in 2011 passed Budweiser to become the second-biggest beer in America.
This milestone has received a lot of news coverage.
Here’s a sample and some excerpts:
Advertising Age
Coors Light has displaced Budweiser as the No. 2 beer in America, marking the first time in almost 20 years that Anheuser-Busch has not controlled the nation's top two beer brands, trade publication Beer Marketer's Insights is reporting.
Coors Light has been gaining on the King of Beers for years, and analysts began predicting its rise to No. 2 last year. Indeed, MillerCoors was so confident that Chief Marketing Officer Andy England brashly told distributors early last year that “Budweiser is going down, baby.” (More here.)
The Wall Street Journal
At its apex in 1988, Budweiser sold about 50 million barrels.
"Bud has been declining for a long time," said Benj Steinman, editor of Beer Marketer's Insights. "The market has changed. This was kind of a natural progression." (More here.)
The Chicago Tribune
“Dethroning the King is a great accomplishment so early in the history of MillerCoors,” a MillerCoors spokesman wrote in an email.
“We will be appropriately celebrating this achievement with our employees and distributors who have worked so hard to deliver an impressive 7 consecutive years of growth on Coors Light and then getting back to work to deliver an 8th consecutive year of growth.” (More here.)
MSN Money
Coors Light has officially booted Budweiser to become the No. 2 beer in America.
If Anheuser-Busch InBev isn't panicking yet, it should be. This is the first time in nearly two decades that Anheuser-Busch hasn't controlled the top two beers in the country. The King of Beers is on its way to becoming court jester. (More here.)
Milwaukee Business Journal
Coors Light has been the lone “mega” brand to grow consistently in recent years while others, such as Budweiser, Bud Light and Miller Lite, have shrunk, Steinman added.
Coors Light’s growth hasn’t been off the charts, but it has “bucked the trend” in the industry, (BMI President Benj) Steinman said. …
“The cold positioning has worked very well for Coors Light,” Steinman said. (More here.)
From- MillerCoors BrewHouse Blast
Added on 01/16/2012
Filed Under
Beverage,
Distribution,
Industry by Odom Corp Industry News
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