defying the sluggish U.S. beer market with some of the most robust growth the
business has seen in decades, outpacing competitors in every segment of the
market. And it’s doing so with a marketing approach that is neither funny, sexy
nor particularly stylish: the now-ubiquitous speeding train, which analysts say
keeps the focus on the product and its point of differentiation.
Coors Soars as Consistent Cold Train Steams Ahead – Advertising Age – News
CHICAGO (AdAge.com) — Defying a largely stagnant U.S. beer industry, Coors Brewing Co. is managing some of the most robust growth the business has seen in decades, with all four of its largest brands routing their competitors during the past year.
“It’s a ride like we haven’t seen in a long time, if ever,” said Benj Steinman, editor of Beer Marketer’s Insights. “We haven’t seen a large brewer post percentage gains like that since at least the 1970s.”