America 's Beer And Alcoholic Beverages

1770 Words8 Pages
Americans love their beer and alcoholic beverages. Alcohol tax was even a catalyst in creating this country by encouraging early Americans to fight for independence. Beer has been a common thread in our society for the past 200 years that brings people together to socialize. As our country modernized in the late 1800’s, breweries were constructed in every part of the United States. And of those breweries, three survived prohibition and raced to take their claim on the country’s market share. Our country was carved up by three large beer companies; Miller was popular in the North, Budweiser was popular in the South, and Coors was the choice in the Midwest and West. Adolph Coors was an American success story and the company he…show more content…
In the 1940’s, the brewery introduced their line of premium beer calling it “Banquet Coors”, or as we know that brand today as Coors. Coors became the beer for many famous actors and politicians, which gave that brand prestige. The company took advantage of that prestige and centered their marketing campaign on average Joes drinking the preferred beer of presidents and actors. I will argue later in this analysis on how the brewery’s loyalty to this premium brand of beer decreased market share in the 1980’s.
In the 1960’s, Coors profited by being one of the first beer companies to market their aluminum cans. This was very important for Coors because of their production process. They were the only large beer company that didn’t pasteurize their beer. This required them to get innovative with their delivery process. The beer industry was very saturated with competitors and Coors found their cash cow with their Banquet brand. However, in order to provide that unique taste their product was required to age longer and because they skipped the pasteurization process their product had to be shipped cold.
I argue that if not for the innovative process of aluminum cans, Coors would not have enjoyed the success they did in 1960’s and early 1970’s. This was the peak of their innovative culture in the company. Their opportunities then were how to decrease carrying and delivery costs due to their unique brewing process and market a
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