Why American Consumers Have Turned Their Backs on Big Beer
Founders Brewing co-founder and CEO Mike Stevens, Anheuser-Busch InBev, MillerCoors and other large beer corporations lost their connection to American consumers as they shifted their focus toward global markets. As a result, he believes that consumers have turned their back on those companies and, in turn, given a new generation of breweries an opportunity to fill the void. “If we can bring the sexiness back to American beer, beer survives,” he said. (Brewbound)
What the Beer Industry Can Teach Brands About Reaching U.S. Hispanics
Sol, a beer currently distributed by MillerCoors and previously owned by Heineken, is the prime example of a brand crafting its advertising strategy in a bid to appeal to people of Mexican heritage living in the U.S. The goal is to raise the beer’s profile among second-generation Mexican-Americans, particularly millennials, by airing ads that speak to the beer’s Mexican heritage as well as the vibrancy of Hispanic life. Instead of hiring actors, Sol decided to feature over 100 rappers, artists, musicians and street dancers in the colorful streets of Mexico City, evoking a sense of authenticity and cultural appreciation. This, as well as the brand’s decision to advertise on social media and other digital channels that millennials frequent, demonstrate Sol’s efforts to attract Mexican-American millennials. (Forbes)