MillerCoors' new millennial content-marketing play: Drink more beer
Stephen WhitesideWarc
Stevie Benjamin had a question for the delegates at Advertising Week 2014.
What percentage of volume beer sales, she asked attendees at the event in New York City, come from 21-to-34-year-olds?
Given the rising spending power and cultural influence of millennials, the answer is far from academic for MillerCoors, where Benjamin is senior director/digital and media. And the total also falls considerably below the figure most brewers would desire.
"It's 25%. A lot of people, when we talk about that stat, are surprised, because they think that's really the...