With beer sales struggling during the extra-long recession, brewers are putting major resources into product innovations to spark sales.
Now, after years of development and testing, the Coors Light Home Draft system is finally being rolled out nationwide. But I question the positioning of the product.
According to a The Wall Street Journal article published in summer of 2009, MillerCoors chief marketing office Andy England said "We're really trying to meet that occasion when you just going back from work and want to reward yourself," rather than "the party occasion."
Additionally, in a recent Beverage World cover story Tom Long, chief commercial officer of MillerCoors said "We’re trying not just to get occasions when beer drinkers get together to socialize, but to get permanent space in refrigerators in American households."
However, the ad doesn't seem to reflect the position they describe.
What do you think? Should the home draft system be positioned for social occasions or everyday life? Please share your thoughts below; I look forward to reading them.