Undercover Boss: Molson Coors

I'm sure they know that they are making an inferior product, just like McDonalds does. Do you honestly think that any company would admit that they make an inferior product on national tv?

 

Once upon a time the dynamic was that the 'Import-drinkers' were the ones who started to shift towards American craft beers, leaving those mass-market beers (like Molson or Heineken) behind. In fact, early Samuel Adams radio commercials tried to tap into that subset, touting that SA beers were fresher and better than those other 'premium' beers. That was a long time ago, though, and I doubt that most craft drinkers are coming at it from that angle anymore. It would appear, from the OP, that the Molson thought process is stuck in the past.

 

I saw it but I don't think they mentioned people leaving for taste.

 

I'm clearly not drinking enough beer to boost my intelligence but I'm sure you're still a liar.

 

That’s because although craft drinkers may be leaving them, lots of people still drink both, and there are many more beer drinkers switching from beer to wine or fromm beer to top shelf whisk(e)ys. After all, how afraid should the big kids be of 2000 breweries who collectively can't sell much more than about 5% of the total beer consumption in the US?

 

http://www.salon.com/2012/05/07/can_beer_save_america/singleton/

“craft brewing sales share in 2011 was 5.7 percent (of the total beer market) by volume and 9.1 percent by dollars.”

consumption is a lot less indicitave of the hurt the big boys feel.

I think the real issue that the big corps have is the same in any industry. They may know, or have an idea, what their deficienties are, but they are too big, rigid, and slow to do anything about it before they fall behind again. By the time Molson makes its product comperable to its competitors (who ever, and however many there are), its competitors will be ten steps ahead.

 

I saw the episode and attribute the absence of addressing the taste issue to the show simply being a 60-minute commercial for the conglomerate. I mean, that company has the bankroll to make something like that happen...so maybe they did. I doubt they'd want to admit TOO MUCH they produce an inferior product. I am willing to bet the 20-lb brains at the top of the company's food chain know exacly why they are losing market share, but refuse to change their recipes since there's still good money in them. As for the loss of market share, they just choose to offer faux craft options in an attempt to combat that loss. I believe in time the giants will have to completely change what they offer.

 

I agree with your point. They definitely have the money to make good beer.

I think of the why a little like David and Goliath: Goliath has the strength to pummel David, but he's too slow and not agile enough. David is more creative, nimble, and quick which allows him to out manuever Goliath.

Also, I don't know that they can change quickly. I don't know that the market will let them. They've entrenched themselves in a marco strategy and the consumers will never see them as anything but that. Take Blue Moon, not a bad beer, but the amount of BAs who don't support them simply because they're Coors attempt at craft as a sample is an example as to why it's so hard for them.

They're too big and I don't think the craft market wants them in our zone

 

Maybe BMC could focus on developing throwback beers of their own with their pre-prohibition recipes. Are these old recipes still lying in vaults? All it's going to take is for one of them to try it and have success. The pre-prohibition lager is really the best shot in their arsenal, but they're not using it. Blue Moon and Shock Top are selling, but imagine what a pre-prohibition lager with the BMC advertising machine behind it would do. Pepsi certainly put some advertising weight behind Pepsi Throwback, so I imagine BMC could do the same with pre-prohibition lagers. I think Pabst is on the right track with Schlitz Gusto and I wish I had some sales information regarding the recently phased out Schlitz formula vs. the new "old" Schlitz.

 

http://www.cbsnews.com/8301-505270_...lump/?tag=morningFlexGridRight;flexGridModule

Just saw this. it seems they don't actually know their beer doesn't taste good, either that or it's more covering up.

 

And yet, somehow, even without the support of "BA's", Blue Moon Belgian White is far and away the best selling "specialty" beer in the US, outselling any single "Craft" beer.

What some don't seem to consider is that for A-B and MC and the big import beer companies in the US to abandon their portfolio of "inferior" beers and all start brewing "craft beer" it will be necessary for the 90+% of beer drinkers to abandon those beers that they obvious prefer to "craft beer". Good luck with that.

 

The cost benefit is probably not enough to force a shift. While they may be losing share they don't perceive a great enough value in the short run

 

I agree with everything but I think BMC drinkers will definitely be around forever. we are the niche that likes beers with taste, the BMC market that we talk about likes to get drunk and not hurt their wallet. I know the light beers have less abv, but bmc drinkers are also less informed. i think there will always be room for bmc