MillerCoors to Eliminate IRCs in Florida

July 9, 2012Dear Client: Amid reports that Instant Redeemable Coupons (IRCs) have reached "epic proportions" in Florida this summer, Beer Business Daily has learned that MillerCoors has taken the step to eliminate IRCs at the end of this summer in the state on core brands.In a memo to Florida distributors on Friday, MillerCoors vp of the Southeast region, Dan Werth, wrote that while IRCs can be an effective share building tool, recently "the use of IRCs as a volume and