MillerCoors: Using sponsorship to engage US beer drinkers at a local level

This article discusses the various local-level marketing and sponsorship programs used by MillerCoors, the brewer, to drive beer sales among millennial Americans.

MillerCoors: Using sponsorship to engage US beer drinkers at a local level

Geoffrey PrecourtWarc

At the 2013 IEG Sponsorship Conference in Chicago, Andy England, MillerCoors evp/cmo, revealed the importance of local-level activity to the brewer's beer sales.

Citing a "competitive landscape and an on-going fistfight with Anheuser-Busch," England told the 2013 IEG Sponsorship Conference in Chicago, "We're also fighting a gorilla insurgency with crafts and, if you look at the research, you'll see that the new millennial generation is interested in the many candy flavors offered by the liquor business. Wine has been growing substantially over last generation....

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