Americans 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.

 

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.