Coors Light takes multicultural marketing into the mainstream

In this article, Brad Feinberg, media group manager at MillerCoors, discusses how the company has attempted to engage Hispanic consumers.

Coors Light takes multicultural marketing into the mainstream

Geoffrey PrecourtWarc

According to Brad Feinberg, media group manager at MillerCoors, Gallup reports that beer is the alcoholic beverage of choice for Americans. But even with its 35 different brands - a range that includes craft beers as well as top sellers Coors Light and Miller Lite - maintaining market share means MillerCoors must undertake regular fine-tuning to engage an audience that has an increasing number of choices.Brad Feinberg discusses multicultural marketing / Photo credit: Rick Knecht

With such competition, Feinberg told the Association of National Advertisers' (ANA) 2013 Media Leadership...

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