Source: Beer Marketer's InsightsSo Miller Lite has been decreasing in sales while Golden, CO based Coors Light has been increasing. Thus the dilemma ensues, how does MillerCoors boost Miller Lite sales without hurting the Coors Light brand to be able to gain ground on the market share leader Bud Light? In this semi-flat industry the two products have gone back and forth in market share due to similar aspects of the products, all the while Bud Light has kept growing. The challenge seems to be how to steal away Bud Light drinkers and not disrupt each others drinkers at the same time. "There's no reason they can't do it," said one veteran industry executive. "The problem is just that Coors has tended to do shitty advertising at the moments when Miller was clicking, and vice versa." For the article by Jeremy Mullman from AdAge on the issue click here.
CHICAGO (AdAge.com)
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