Month: December 2014
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The Wizard of Oz…
In the spring of 1978, I was informed by the owner of Coors NE in San Antonio, Charles M. Duke, Jr., a retired Air Force General and the 10th man to walk on the moon, that he had decided to sell the operation to the Azar family of El Paso. When informed of the pending […]
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It will work. I am a marketing genius….
The initial success of Corona is attributed to changing from a stubby brown bottle to the clear long neck bottle still in use today. Consumers were attracted to the bottle even though Corona had only one package at the time, a 20 bottle loose case. The almost 30 years of growth for Corona, which is truly remarkable, comes […]
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The sooner you fall behind, the more time you’ll have to catch up.
For many years Heineken ruled the import sales in the US market despite using an independent importer and employing wine and spirit houses as major distributor networks. Only when Corona caught fire and rocketed past Heineken in the 1980s did Heineken change. They first took over importing rights, and later, moved distribution rights to the […]