How Coors Light is Catching Women, Millennials and Latinos

Dear Client:It's hard out there for American light lagers, y'all. The segment has been down every quarter since 2008. And as you well know, that malaise is no bueno for the beer category because its health is dependent on the health of domestic premium lights.MillerCoors CMO Dave Kroll believes big brewers "actually marketed ourselves into this problem." But he has a solution. "I believe that by rebuilding respect for light beer we return our industry to growth," Dave said at