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:
 
Inside Look: Campari's Stylish North American Headquarters in New York

Inside Look: Campari's Stylish North American Headquarters in New York

If you're a frequent Negroni drinker, always order Wild Turkey Bourbon in your old fashioneds, or prefer your ...read more ›

by The Drink Nation Jan 9, 2020
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
SPONSORED
Drink Nation Store Rectangle
Behind the Bar: Liana Oster of Dante

Behind the Bar: Liana Oster of Dante

For this exciting installment of Behind the Bar, we had the incredible opportunity to sit down with Liana Oster, the head bartender at Dante in New Yo...read more ›

by The Drink Nation Jan 7, 2020
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
The Damage of Trump's Wine Tariffs: Importers Expect Shutdowns & Layoffs, Industry Could Be Irreparably Harmed

The Damage of Trump's Wine Tariffs: Importers Expect Shutdowns & Layoffs, Industry Could Be Irreparably Harmed

The wine industry in the United States may be in serious jeopardy thanks to proposed tariffs by the Trump admi...read more ›

by Nina Starner Dec 23, 2019
Royal Boucherie Now Offers a Three Course Lunch Special With a $25 Prix-Fixe & $2 Martinis

Royal Boucherie Now Offers a Three Course Lunch Special With a $25 Prix-Fixe & $2 Martinis

Nicholas Elmi's Old City spot, Royal Boucherie, is offering the best lunch special in the city: $2 martinis wi...read more ›

by Drink Philly Dec 9, 2019
Drink Philly's Repeal Eve Ball Recap (PHOTOS)

Drink Philly's Repeal Eve Ball Recap (PHOTOS)

On the evening of Wednesday, December 4, partygoers raised a glass to the end of Prohibition and the passing of the 21st Amendment at Drink Philly's R...read more ›

by Drink Philly Dec 9, 2019
Prohibition Taproom is More Than Just Beer: An Inside Look at Their Cocktail Program

Prohibition Taproom is More Than Just Beer: An Inside Look at Their Cocktail Program

Prohibition Taproom, one of Philly's most beloved neighborhood bars, is definitely known for its beer and cide...read more ›

by Drink Philly Nov 19, 2019
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
SPONSORED
View all Articles

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

Close