Putting Beer In The Cooler

Wharton: Can an industry that has spent a fortune on TV ads featuring mud wrestlers and talking frogs suddenly change its stripes to appeal to the wine-and-cheese, single-malt Scotch crowd? The makers of Budweiser and other brands of beer hope so.
Frits van Paasschen, president and chief executive of Coors Brewing, told Knowledge@Wharton that his company supports an industry effort to enhance the beer category. “We have agreed to empower the Beer Institute to develop a communications strategy to promote beer as the leading alcohol beverage in the U.S., but exactly what that looks like has not been decided,” he notes. “It’s up to our individual brands to give people a reason to come back to beer.”
More than anything van Paasschen added, “…it’s incumbent on brewers to make sure they have brands that are interesting and compelling to consumers. We have to find ways to reinforce core equities of each brand, find new and exciting ways to grab attention again, to make beer cool.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.