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 MillerCoors' two biggest brands -- Miller Lite and Coors Light -- have been performing quite differently in the past few years. Miller Lite has been crushed by brands like industry leader Bud Light and now in-house rival Coors Light. It now has less than half the market share that Bud Light boasts. Meanwhile, Coors Light is on a roll, and is about to pass Budweiser as the #2 beer in the US. So, what's going on with MillerCoors' big brands? Mike Esterl at the Wall Street Journal recently sat down with MillerCoors CEO Tom Long to find out. Long told him that Coors Light has benefited greatly from its new access to distribution channels created by the merger, while Miller Lite is getting cannibalized by the success of its new buddy. Miller Lite still has all the strengths that it had before. It has the big distribution system from its parent, the 35+ year old brand that's instantly recognizable by most beer drinkers, and a large advertising budget to work with. Something has to be done to get Miller Lite back on track, but the tools are certainly available. "We've got a job to do on Miller Lite," Long admitted to Esterl. Here's what he plans to do about it: - New advertising, new packaging and new positioning -- No details were revealed, except that the company will be going to distributors shortly to pitch them the new ideas. Long did tell Esterl that there's a new "taste-flow" can coming out in Spring that "young people really like."
- Tweak the marketing pitch -- Long didn't mention any big plans to completely revamp the marketing message behind Miller Lite, but acknowledged that something needs to be changed. The message has long been focused around the beer's taste, and now with craft beer hitting the mainstream, taste is more important than ever.
- Keep Miller Lite and Coors Light as separate as possible -- The brands are currently forced to share the same shelf space, and that's hurting both MillerCoors and retailers. The brands need to have distinct identities, because it creates more value in their marketing, said Long.
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