Find happy hours and drink specials anywhere you are

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: Tory Pratt of Pratt Standard

Behind the Bar: Tory Pratt of Pratt Standard

In this edition of Behind the Bar, we chatted with Tory Pratt, the founder of Pratt Standard....read more ›

by The Drink Nation Mar 7, 2019
D.C.'s Best Beer Bars

D.C.'s Best Beer Bars

Where's the best place to get your brew on? From beer gardens to bars, here are some of our favorite spots to knock back a few pints....read more ›

by Lanna Nguyen Mar 5, 2019
Acclaimed Director Ridley Scott Has Made Seven Short Films for Hennessy X.O.

Acclaimed Director Ridley Scott Has Made Seven Short Films for Hennessy X.O.

Ridley Scott has directed a four-minute short film for Hennessy X.O. visualizing the seven flavors of the high...read more ›

by The Drink Nation Mar 4, 2019
SPONSORED
Drink Nation Store Rectangle
Behind the Bar: Chris Morris, Master Distiller of Woodford Reserve

Behind the Bar: Chris Morris, Master Distiller of Woodford Reserve

On this edition of Behind the Bar, we had the honor to sit down with Chris Morris, the master distiller at Woo...read more ›

by The Drink Nation Feb 28, 2019
Neighborhood Bar Crawl: H Street

Neighborhood Bar Crawl: H Street

From Asian street food and ramen to cocktail dens, H Street has a mix of it all. Check out some of our top spots to visit when dining and drinking at ...read more ›

by Lanna Nguyen Feb 19, 2019
Haagen-Dazs is Making Booze-Infused Ice Cream

Haagen-Dazs is Making Booze-Infused Ice Cream

Step aside, after dinner drinks - Haagen-Dazs is releasing a line of spiked ice cream....read more ›

by The Drink Nation Feb 19, 2019
Take a Tequila Tour Through Mexico on Jose Cuervo's New 'Tequila Train'

Take a Tequila Tour Through Mexico on Jose Cuervo's New 'Tequila Train'

If you love tequila and traveling in style, you're in luck - Jose Cuervo has a new all-you-can-drink tequila t...read more ›

by The Drink Nation Feb 19, 2019
You Can Now Drink Wine Out of a 'Pringles Can' Tumbler

You Can Now Drink Wine Out of a 'Pringles Can' Tumbler

After a news story about a woman in Texas who was asked to leave Walmart for drinking wine out of an empty Pringles can went viral, one enterprising E...read more ›

by The Drink Nation Feb 5, 2019
Where to Grab a Drink After a Day of Ice Skating in D.C.

Where to Grab a Drink After a Day of Ice Skating in D.C.

Here are our top picks for where to warm up after getting your skate on....read more ›

by Lanna Nguyen Feb 5, 2019
Detox With These Low-Alcohol Cocktails in D.C.

Detox With These Low-Alcohol Cocktails in D.C.

Lots of drinkers do dry months, but if you can't commit to doing a completely alcohol-free month, here are some great options for lower-alcohol conten...read more ›

by Lanna Nguyen Jan 22, 2019
SPONSORED
View all Articles

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

Close