“Dude, Why Are You Drinking That Beer?”

So a guy walks up to another guy in a bar and points to his beer and asks, "Dude, why are you drinking that?" Finding the answer to that question, says MillerCoors chief marketing officer, is what consumes his and his team's days for their brands. I agree that that is key. I remember speaking with Crown chief Bill Hackett and he said if you grab somebody in a bar and push him to the wall and ask, "why are