Business

Sports Business Journal

website

Molson Coors ramps up marketing efforts around Brewers’ World Series run

Molson Coors “upped its game as a long-term Brewers sponsor with a series of quick-strike marketing during the playoffs and World Series,” according to Rich Kirchen of the MILWAUKEE BUSINESS JORUNAL. Three Molson Coors brands -- Miller Lite, Miller High Life and Leinenkugel’s -- remain beer sponsors inside the stadium with “products on tap and prominent signage.” For World Series Game 1 on Oct. 23, Molson Coors “offered to buy a beer for everyone in the state of Wisconsin.” The promotion “took the form of a rebate to Wisconsinites age 21 and older who purchased a 16-ounce Miller Lite.” The company also offered “free game-day tours of Miller’s west side Milwaukee brewery.” The first 120 fans in line at the Miller Brewery Visitors Center “received a commemorative Miller Lite Brewers hat.” When the World Series ended, Molson Coors announced it would produce “blue Miller Lite ‘clinch cans’ commemorating the Brewers championship.” The company said that demand “was strong, and the cans sold out within 30 minutes of their introduction.” The brewery “conjured 4,400 commemorative cans,” which marked the 44 years since the Brewers last played in the World Series. Molson Coors CMO Sofia Colucci said that the commemorative-cans project “was ‘a late-night idea’ that the company turned around in 12 days.” Following the Brewers’ parade, Miller High Life “launched a ‘mobile dive bar’ that rolled through Milwaukee and picked up a $414 bar tab at every stop” (MILWAUKEE BUSINESS JORUNAL, 11/4).