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CASTLE MALTING NEWS in partnership with www.e-malt.com
31 May, 2006



Brewing news USA: Coors Brewing Co.’ marketing director to pump demand for Blue Moon brand

Andrew England knows unpredictable consumers can give a moderate welcome to products that are launched to cash in on a fad. “Companies sometimes get burned in their quest not to miss out on a moneymaker,“ says new Coors Brewing exec Andrew England. Part of Andrew England's challenge at Coors will be to further pump up demand for the Blue Moon brand, The Denver Post posted May 30.

Before he was named Coors Brewing Co.'s marketing director in January, England was vice president of international marketing and strategy for the Hershey Co., where he launched the company's SmartZone nutrition bar.

A boyish Englishman, England, 41, joined Coors in time to witness the company's announcement this month that it would toss its low-carb Aspen Edge into the trash bin of company history.

Coors, which merged with Canadian brewer Molson last year, introduced the low-carb brew in 2004 to compete with Michelob Ultra, which came to market two years earlier. "The low-carb craze phased out, and Aspen Edge was never a strong player in that category anyway," said Carlos Laboy, a Bear Stearns analyst.

Companies feel pressure not to miss what could be a moneymaking trend, England said. But sometimes they don't find out that the trend they are chasing is actually a fad until it is too late.

"The challenge is to determine what a fad is and what a trend is," he said. "You can say the move toward light beers is a very long-term trend. Sometimes we get it right, and sometimes we get it wrong."

Coors had it right when the company introduced Coors Light in 1978, England said. It is the No. 1-selling light beer in Canada and the top-selling beer in eight of Coors' top 10 U.S. markets.

Good marketing strategies rely on a steady stream of ideas, England said. "The challenge for the marketer is to continue to develop good ideas," he said. "If you have five or 10 ideas, you can say, 'I think that is a fad, but these other things are a lot more interesting."'

England, who grew up outside London and became a U.S. citizen recently, has held leadership positions in marketing and operations, including business director at Nabisco Biscuit Co.; category vice president in the Dr Pepper/7Up unit of Cadbury Schweppes; and vice president of marketing at OpenTable Inc., an online restaurant reservation.





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