Spirit Cruises Summer 2019 Leaderboard

Pete Coors Blames Millennials and Craft Brews for Big Beer's Decline

by The Drink Nation on May 8, 2014 in Culture

It’s no secret that Big Beer, especially that of the light variety, is an endangered species.

For years, statistics have shown a steady decline in sales of the piss-colored, flavor-deprived brews put forth in mass quantities by global beer Goliaths like AB InBev and Molson Coors, while craft beer sales continue growing at an impressive rate.

It’s not enough to shake the macrobrew monolith to its foundations — at least not yet, anyway — but it’s certainly something that’s becoming a growing concern for the beer world’s old guard.

Pete Coors, Chairman of MillerCoors and great-grandson of brewing legend Adolph Coors, recently acknowledged Big Beer’s unraveling in an interview with Denver Post’s beer blog First Drafts.

In the article, Coors tells reporter Jeremy Meyer that he’s doesn’t understand Americans’ growing thirst for full-flavored, all-grain craft brewed beers, let alone why anyone in their right mind would shell out their hard-earned shekels for a cold one that costs more than a Coors Light.

His first line of attack is laying into bar owners for pulling Coors Light off draft lines to make way for more craft taps, claiming that they’re blindly “enamored with craft beers.”

In reality, he should know that bar owners are on the front lines, interacting with beer drinkers on a daily basis, and their decisions for what goes on the tap lists more than likely reflects their patrons’ drinking preferences. If that wasn’t the case, those bars that fall for the craft beer’s siren call would likely be empty.

In the next breath, he goes after millennials, charging that they too are being hoodwinked by craft beer and its supposedly empty promise of delivering “more value” than Coors Light and similar commodity beers.

His arguments echo the same sour grapes blame-game perpetuated by Mitt Romney and his followers in the aftermath of his unsuccessful presidential bid in 2012. His campaign’s failures were blamed on everything from the supposed gifts President Obama and Democrats gave to those who he claimed didn’t “want to take personal responsibility and care for their lives” to Superstorm Sandy, Chris Christie and bloggers.

But like Pete Coors, who derides millennials for Big Beer falling out of favor, it really comes down to the fundamental fact that what Romney was selling was simply not what people wanted.

 


Tags: Beer
Recent Articles
spacer

Feedback

How are we doing? Tell us what you like or don't like and how we can improve. We would love to hear your thoughts!

*Name:
*E-mail:
*Suggestions:
 
Behind the Bar: Bartender Barry (Johnson)

Behind the Bar: Bartender Barry (Johnson)

In this installment of Behind the Bar, we sit down with Barry Johnson, better known as "Bartender Barry" of Instagram and as cocktail catering special...read more ›

by Drink Philly Feb 9, 2022
Best Bars for Outdoor Drinking in Philadelphia, 2019

Best Bars for Outdoor Drinking in Philadelphia, 2019

Whether it's to enjoy the first warm breezes of spring or the unexpected sunshine of a crisp day in fall, Philadelphia is full of great places to drin...read more ›

by Drink Philly Apr 11, 2019
Victory Brewing's New Philadelphia Location on the Parkway Now Open

Victory Brewing's New Philadelphia Location on the Parkway Now Open

Victory Brewing Co just launched their newest venture right in the heart of Philadelphia, making the former TG...read more ›

by Drink Philly Oct 26, 2021
SPONSORED
The Best Cocktail Bars in Philadelphia

The Best Cocktail Bars in Philadelphia

Here it is - the definitive list of Philadelphia's best cocktail bars....read more ›

by Drink Philly Dec 13, 2017
Philly Cider Week Returns This Year, October 26-31

Philly Cider Week Returns This Year, October 26-31

Cider fans rejoice because after taking a hiatus last year, Philly Cider Week is back for it's third year....read more ›

by Drink Philly Oct 14, 2021
 Victory's New Philadelphia Brewery on the Parkway to Open this Fall

Victory's New Philadelphia Brewery on the Parkway to Open this Fall

Victory Brewing Co. is opening its first Philadelphia taproom and brewery in the heart of Center City at 1776 ...read more ›

by Drink Philly Oct 12, 2021
Drink Philly's Red, White, & Blue Boat Party, July 1

Drink Philly's Red, White, & Blue Boat Party, July 1

Party on a yacht down the Delaware River in style with a three hour open bar, a dinner buffet, and a live DJ all included with your ticket....read more ›

by Drink Philly Jun 4, 2021
Local Winery Spotlight: Vox Vineti Wines

Local Winery Spotlight: Vox Vineti Wines

Ed Lazzerini says his goal is clear - to make world class wine in Pennsylvania. From the taste of it, he is well on his way. ...read more ›

by Drink Philly Nov 21, 2020
Where to Host a Private Event in Philadelphia

Where to Host a Private Event in Philadelphia

Whether it's for the holidays or you have a special birthday coming up, Philadelphia has some amazing options when it comes to event spaces. ...read more ›

by Drink Philly Nov 26, 2018
The History of The Boulevardier Cocktail - and How You Can Make it at Home

The History of The Boulevardier Cocktail - and How You Can Make it at Home

In this history segment, we take a closer look at a classic cocktail: The Boulevardier....read more ›

by The Drink Nation Nov 2, 2020
SPONSORED
View all Articles

Sign up to get weekly drinking news, bar reviews, events and more sent directly to your inbox!

Close