Month: February 2014

For the last several years, the two topics that dominate the beer industry are: why are the domestic light beers losing share and why are crafts growing at warp speed?  In every form of communication including, industry publications, social media, beer conventions, and main stream media, not a day goes by without either one or both […]

My first supervisory job was in the beer division of Julius Schepps.  This was in the early 1970s and Schepps, a wine and spirit house, also represented a number of regional beers including:  Lone Star, Jax, Hamm’s, Colt 45, Champale, Right Time, and Lowenbrau.  Given the tremendous growth of the national beers, Schepps started to downsize […]

During the 70s, Coors Brewing Co. began to market directly to Hispanics.  One of their first actions was to hire golfer Lee Trevino as their celebrity spokesman.  Trevino, who was at the top his game, had an agreement with Coors which required him to participate in six outings annually using a Coors-identified golf bag when […]

Beer Marketer’s Insights just published the annual list of the nine beers Americans no longer drink. What makes this year’s list so interesting is that it has three new brands that were not on the list in 2012. Of the three new brands, the new number one brand is Michelob Light, which has lost almost 70% […]