The fight between the two largest American brewers jeopardizes the proposed "Got Milk?", Aimed at helping fight beer with those who switched to wine and spirits. the water after MillerCoors, the US division of Molson, pulled out of the meeting scheduled for the following month and said that the initiative should be suspended after the public spline with Bud Light manufacturer AB InBev. announcements earlier this month highlighted the use of MillerCoors corn syrup in Coors Light and Miller Lite. MillerCoors responded to Twitter and a hotly-populated newspaper ad to "Beer Drinkers of America", which protects the use of corn syrup in the brewing process.
A high-fructose corn syrup, used as a sweetener, attracts negative attention to its role in the national epidemic of obesity. MillerCoors notes that he uses corn syrup instead of high-fructose corn syrup, only in fermentation for beer production, as well as AB InBev for some other brands. MillerCoors says that corn syrup does not really break into ready-made beer.
Pete Marino, head of the MillerCoors Communications Department, called him "a waste of time and money" to work on the campaign, while the industry's leading industry spends millions of dollars on the demonization of beer ingredients. "
Beer loses market share for two decades, prompting brewers, after many years of struggle, recently agreed to a rare rapprochement. The share of beer in the US alcohol market in terms of sales fell to 45.5% last year, compared with 56% in 1
. Marino said that AB InBev ads could harm beer as a whole, as many brewers use corn syrup for cooking. "The failure to try ABI to gain a competitive advantage threatens to abandon one-off health of our category for a long time," he said. Corn syrup was about transparency and should not harm cooperation. "It's a fact and we thought consumers should know how they decide what beer to drink," said the spokesman.
Major camp brands, such as Bud Light, Miller Lite and Coors Light, have been the most affected by the damage to beer by other fillers, which cause particularly tight competition between their owners. For example, MillerCoors has for many years advertised that Miller Lite has more flavor than Bud Light.
The volume of Bud Light and Miller Lite has fallen by more than 25% over the past ten years and Coors Light by 13%.     Data from Beer Marketer's Insights, a commercial edition.
Beer came out better in Europe, where brewers say that nationwide campaigns, including the British "There is a beer for this," helped sell. But executives say that competition in the US, where four brewers dominate 75% of the market, makes cooperation harder.
"The competition tone is as unfriendly as I saw during the Super Bowl campaign," said Heineken Chief Executive Jean-François van Boxmeer. "It's not surprising that the category of beer will not rise".
At the beginning of last year, AB InBev, MillerCoors, Constellation, and Heineken top managers gathered at Westin Hotel in Crystal City, Virginia, for ninety hours, discussing the problems with beer and come up with a path to growth.
The presentation showed photos of a glamorous woman drinking a glass of wine, Pierce Brosnan (like James Bond), who drank martini, and an elderly man in a vest drinking beer while smoking in the kitchen. "Beer must be prosperous, but instead we lose it," it says in it.
The ideas for enhancing beer included helping those who are interested in finding the right beer for them, positioning beer as a reward at the end of hard work and efforts to convince consumers that beer is social and sophisticated. Other possible steps include the program of education for bartenders, which highlights the contribution of beer to the US economy and marketing directed to younger people, according to the documents handled by The Wall Street Journal and the people present at the meetings. retailers and distributors have met repeatedly to discuss how to solve the problems facing beer, the participant believes. Leaders met in San Diego in September to hear the features of marketing agencies. They decided to hire one and were ready to confirm this decision at a meeting next month at the Constellation offices in Chicago, according to a person familiar with this effort.
MillerCoors is steadfast that he will not participate in the issue of funding the project. Representative Heineken said that it's too early to comment on the future of the project, while Constellation did not respond.
AB InBev spokesman said that he still had to "strengthen the beer segment," but also said he would not support his fight against MillerCoors, promising to "compete vigorously on the market."
Write Saabira Chaudhuri at email@example.com