{"id":1977,"date":"2014-09-02T06:00:01","date_gmt":"2014-09-02T11:00:01","guid":{"rendered":"http:\/\/www.beerbusinessunplugged.com\/?p=1977"},"modified":"2014-08-28T15:48:36","modified_gmt":"2014-08-28T20:48:36","slug":"its-like-deja-vu-all-over-again","status":"publish","type":"post","link":"https:\/\/www.beerbusinessunplugged.com\/?p=1977","title":{"rendered":"It’s like deja vu all over again…"},"content":{"rendered":"

\"Miller<\/a>Budweiser, The King of Beers<\/em>, Schlitz, The Beer that made Milwaukee Famous<\/em>, Miller, The Champagne of Bottle Beer<\/em>, Coors, America’s Fine Light Beer<\/em>, and Pabst Blue Ribbon Beer<\/em>.\u00a0 These were the five national premium brands that for many years dominated the US beer market.<\/p>\n

The beginning of the end of these brands dominating the market started with the introduction and success of Miller Lite.\u00a0 The success of Miller Lite was followed by both Coors Light\u00a0and Bud Light.\u00a0 We all know the story of how these three light beers became what they are today.<\/p>\n

On the other hand, both Schlitz and Pabst, who also tried the light route, did not survive.\u00a0 The demise of these two brands is also well documented.\u00a0 After all these years, what is interesting is where these five brands are today and how they got there.<\/p>\n

Budweiser, once the largest selling beer\u00a0in the nation is the victim of Bud Light and the changing tastes of the American consumer, has moved to the third largest seller. Although it is still highly supported by ABI, Bud, however, remains in decline.\u00a0 The brand is down -2.9% in volume in the July IRI report.\u00a0 InBev, however, has taken Budweiser globally and it is doing well.\u00a0 The brand seems to have found life outside the US and remains a viable brand.<\/p>\n

Schlitz, once a strong number two brand, is no factor and has not been for years.\u00a0 In spite of many attempts to revive the beer, little, if any success has been achieved.\u00a0 With a retro bottle, Pabst, who now owns the Schlitz has targeted markets in south Florida, Chicago, and Milwaukee.\u00a0 This targeted approach at first glance made sense, going after retirees who grew up with the brand\u00a0along with\u00a0two former key major markets.\u00a0 Even with this marketing approach, however, the results were disappointing.\u00a0 Schlitz today is mostly a memory.<\/p>\n

Miller High Life, with the support of MC, continues today.\u00a0 The brand is down 4.0% to date in the same IRI reports.\u00a0 Looking at this brand, it has survived numerous attempts to reposition itself over the years.\u00a0 At the Miller annual conventions, wholesalers did not know which direction the brewery was taking Miller.\u00a0 Today the brand lives in the retro world with its heritage and distinctive clear bottle.<\/p>\n

Coors has really seen ups and downs over the years.\u00a0 Not unlike AB and Miller, Coors tried many times to turn Coors Banquet around.\u00a0 The brand went through many package and liquid changes, but nothing stopped the sales downhill slide until recently,\u00a0when Coors went back to brewing the beer close to the original liquid.\u00a0 The next smart move happened with the design change which was more in line with a retro, clean look of the can from its heritage.\u00a0 The brand responded with years of increases.\u00a0 In fact, July numbers show it +8.1%.<\/p>\n

Finally, Pabst, which for a reason unknown to the industry, began a complete turnaround some years ago as a retro, anti-establishment brand.\u00a0 It was also priced in the popular or regional levels.\u00a0 First starting in the Northwest than moving eastward, it has become somewhat of an enigma in the industry.\u00a0 A number of craft only bars offer Pabst, many on draft.\u00a0 With the rumored sale of Pabst Brewing Co., what happens to the brand will depend on who buys it and their marketing plans.<\/p>\n

Pabst and Coors have shown that with the right\u00a0message any beer can\u00a0remain relevant.\u00a0 Bud and Miller High Light, in spite of continued negative numbers, still remain nice brands to have, but need the right message.\u00a0 Only Schlitz, has yet to be resurrected, but do not bet against that happening.\u00a0 After all these years, in some way, it is like Deja vu all over again!<\/p>\n

Beer Fodder;<\/p>\n