Advertising in a declining category: Insights from MillerCoors
Stephen WhitesideWarc
The changing tastes of American drinkers are displayed by craft beers in the fridge, the huge range of wines and spirits now stocked behind fashionable bars….
…and steadily flagging sales of light beer.
"It's a mature segment, it's the largest segment in beer and – unfortunately for us – it's declining," Brittnye Dougherty, director/brand and consumer insights at brewing giant MillerCoors, informed delegates at The Market Research Event (TMRE), a conference organized by the Institute for International Research (IIR).
One driver supporting that decline is simply demographic: the average...