The beer industry is a multi-billion dollar industry in the United States. Beer has been around for centuries, with a rich brewing tradition. Beer is big business and in the US, it’s one of the most consumed alcoholic beverages. As with any industry, there are a few stand-out brands that stand out from the rest. The three most valuable beer brands in the US are Budweiser, Miller and Coors. This guide looks at the positioning of those three brands and how they reach a larger market.
An Overview of the US Beer Industry
The US beer industry is one of the largest industries in the world. It is estimated that beer accounts for over 23% of alcoholic beverage sales in the US and over $100 billion in retail sales. Beer consumers are mainly divided into three groups: beer drinkers (those over 21), under-age drinkers and young adults who don’t drink but appreciate and celebrate with beer (non-drinkers).
The US beer industry is highly competitive and these three brands have a huge share of the market. Budweiser, Miller and Coors are some of the oldest and most recognizable US beer brands in the world.
The Positioning of Budweiser
Budweiser is one of the most recognizable beer brands in the US. It has an iconic red and white label with a crown and the signature Budweiser Clydesdales.
Budweiser is the most valuable beer brand in the US and the world. It has a long histroy dating back to 1876 and has become a staple of American beer culture. Budweiser has a wide range of beer offerings, from traditional lager, to light/low-calorie beers, to seasonal/specialty beers.
The company’s marketing strategy focuses on patriotism and its connection to major sporting events like the Super Bowl. Budweiser uses a classic Americana-style of beer advertising, with iconic images and characters. The company has also heavily invested in digital marketing, creating interactive and experiential experiences that not only help promote their brand but also engage their customers and build loyalty.
The Positioning of Miller
Miller is known for its light and refreshing golden taste. Miller has a long brewing tradition dating back to 1855 and is best known for its iconic Miller High Life and Miller Genuine Draft. Miller is the second most valuable beer brand in the US.
Miller emphasizes its commitment to innovation, quality, and taste. Its marketing strategies focus on connecting with customers on an emotional level. Miller also invests heavily in digital marketing and social media, using humor and current topics to engage customers.
The company has invested in sport sponsorship, teaming up with professional sports organizations to create integrated marketing campaigns. They also use promotional events to further extend their reach and keep their brand top of mind.
The Positioning of Coors
Coors is best known for its golden light beer. Coors has a long brewing tradition dating back to 1873 in Golden, Colorado. Coors is the third most valuable beer brand in the US.
Coors uses messaging centered around its bold yet smooth flavor, crafted with Rocky Mountain cold. They also emphasize their commitment to sustainability, working towards energy and water-efficiency initiatives.
The company invests heavily in product innovation, rolling out new offerings such as Coors Seltzer, Coors Hard Seltzer and Coors Edge. Coors also sponsors and sponsors Team USA, NBC Sports, the NCAA, ESPN and Major League Baseball. They also invest heavily in digital marketing, with their advertising campaigns reaching over 50 million people per month.
There’s no denying that beer is big business in the US. These three brands have paved the way for the beer industry with their iconic products and unique positioning strategies. Budweiser, Miller and Coors lead the way in the US beer industry and have been pushing the boundaries of marketing and product innovation for decades.
