MillerCoors Promises Distributors 2 Cents a Case to Combat CornGate

Dear Client:

Today MillerCoors told distributors they’ll pay 2 cents a case on every case of Coors Light and Miller Lite sold February 1 (retroactive) to March 31, to defray the cost of POS materials and brand building. This of course to rally their wholesaler base in the wake of Bud Light’s recent ads denigrating their use of corn syrup.

“We know that this has been an unplanned spend in your annual plans, and we want to help offset that as we collectively take on Anheuser-Busch’s attack,” wrote Kevin Doyle.

“The beer wars are back on,” he said. “And as they have so many times before, Anheuser-Busch has underestimated our collective strength. The passion, energy and commitment to fighting for our brands that you have shown has been nothing short of inspiring.

“We need that creativity and commitment now more than ever. To help fuel that, we are going to support your sign shops so you can continue to print all of the materials you need to stand up for our brands at retail,” he said.

Coors Light and Miller Lite posted new assets this week on their Graphic Library “that do a great job of telling their stories,” he added.

What’s your take? Ping me at hs@beernet.com

Until Monday,

Harry, Jenn, and Jordan

“A man cannot be comfortable without his own approval.”
– Mark Twain

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