Pursuits
Big Beer's Plan to Sell to Consumers Who Hate Them
- Makers of Bud Light, Coors Light find millennials a tough sell
- Offering craft beer and hard soda in effort to be cooler
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America’s biggest beer companies want more millennials to buy their products, but they don’t want to be, like, obvi about it.
Anheuser-Busch InBev and MillerCoors -- the makers of America’s favorites, Bud Light and Coors Light -- have watched their popularity slowly erode over the last decade. Their plans to stem the tide include marketing to a generation notoriously resistant to efforts at being won over.