beer-marketingAmericans love beer. No doubt about it. And, for decades, Americans have also had a love affair with light beer. Miller, Coors, Bud, and Keystone all enjoyed massive success with their light (lite) beer selections, but now there may be some signs that the golden years for the lighter golden brews is coming to an end. Ronn Torossian explains what is happening and how brands could respond with targeted consumer Beverage PR.

According to prognosticators, domestic sales of light beer in the United States will hit a ten-year low in 2015. And, while this is just a prediction, it is based on solid trends and a changing market. In fact, experts are saying light beer sales will finish 2014 down nearly 5 million barrels.

To top it off, the market’s big boys are also the biggest losers in this trend. Bud Light sales have fallen for five straight years, and both Coors and Miller saw their light and lite selections lose market share.

Of course, the folks at AB InBev, Coors, and Miller say they’re not worried. After all, they have weathered market shifts before, and they are already working on solutions to these trends. One solution, of course, is to introduce a line of new or slightly different products. If the companies can engage bored customers with new offerings, they can offset losses with gains in new markets.

In addition, all three companies are expected to make strong marketing pushes later this year. That means new creative campaigns, PR barrages, and new ideas coming from industry leaders. That could lead to an entirely different sort of marketplace shakeup. If the trend “victims” can successfully flip the script and become the trend setters, the upstart smaller breweries and microbreweries that have been cutting into their market share could once-again find themselves playing catch up with the big boys.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.

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