The Hawaiian sun and hibiscus flowers colored an otherwise straightforward Coors distributor convention. Coors distributors were generally pleased with the direction Coors is taking after a tough year, particularly with the increased focus on key accounts.
DISTRIB COMMENTS. “Very straight forward and concise,” said one distributor to BBD. “They accepted responsibility for their current situation are aggressively looking ahead.” Other comments: “They spent lots of time on Aspen Edge, which is important.” “Frankly, I wanted to see better creative for Coors Light. But all in all, they are doing a good job.” “The ads were good, but not the slam dunk that they need (or I hoped for).”
KEY ACCOUNTS. Coors announced at the convention a restructured Key Account Sales Force, now lead by Ed McBrien (currently east region vp) nearly doubling its size. They are adding about 75 people to around 200 to penetrate over 800 chain accounts around the country. Coors is calling their new goal for selling at retail “The Golden Standard.”
MARKETING GOALS. The marketing team will focus on three strategies: 1) drive growth on Coors Light and Coors Original via a full line of support, including over 20 television spots, promotions, radio, out of home and print; 2) support Keystone Light, Killian’s, ZimaXXX, Blue Moon and Mexicali via tactical, local programming; and 3) respond aggressively to low-carb opportunities.
COORS EDGE, ANYONE? On this last item, Coors said they have a Coors Edge and Keystone Edge in the hopper, ready to roll out if they think the market calls for it.
ADS. Coors also rolling out new spots for Coors Light, Coors Original, and Aspen Edge. (Note: Carl Barnhill’s new title is CRO, Chief Revenue Officer. No, he’s not moving to the accounting office, he’s is responsible for getting revenue…using sales and marketing).
COULD COORS BE A TAKEOVER TARGET? The weak dollar vs the euro makes Coors a tempting target for, say, a European company. While people have cited Diageo and Heineken as possible suitors, SABMiller would obviously have the most synergies to wring from such a deal..all those capacity-ridden breweries waiting to churn out Coors Light, all those overlapping jobs, all those distributors worrying about which brand to focus on. But Coors’ stock had such a large runup in February, making it pricey. And then there’s the fact that the Coors isn’t for sale.
MORE BEER BENEFITS. A new study suggests that moderate drinking of all types of alcohol not only has protective cardiovascular effects for the general population, as previous studies have shown, but that it is also protective for people who already have hypertension (high blood pressure). Yet another tool to fight the neos with their zero tolerance agenda.
SPECIAL THANKS to Paul Bertucci at FEB Distributing for showing me around his facility and market in Gulfport, Miss today.MTD Sell Day: 19… Sell Days This Month: 23 … Sell Days This Month Last Year: 21
YTD Over/Under Sell Days: -1 This Month Ends on a: Wed. Last Year This Month Ended on a: Mon.
