Introduction For my final major case project paper, I chose to analyze the beer brewing industry by doing a competitive analysis of MillerCoors. I am currently in the interview process with MillerCoors, so I saw this as the perfect opportunity to learn more about the industry I may potentially be working in. In addition, I grew up in Chippewa Falls, Wisconsin, which is where Leinenkugel’s originated and is brewed today, so I have been around the beer business my entire life. I am looking forward to learning a lot more about the beer brewing industry overall and seeing what makes MillerCoors a successful or weak company in comparison to its competitors. Throughout this paper I am going to give an overview of the beer brewing industry, …show more content…
This industry employs nearly 1 million people with roles including, but not limited to, farmers, brewers and wholesalers. The farmers are the people responsible for harvesting the ingredients for beer, including barley, corn, rice and hops. The second group of employees, the brewers, is the folks that are in charge of producing the product. Lastly, the wholesalers do the transporting and storing of the finished product by selling it to various retail establishments, including liquor stores, restaurants, bars, convenience stores, grocery stores, and other establishments licensed to sell the product. In addition, beer is also brewed overseas and imported to the United States, so there are several jobs included with this process as …show more content…
The booming sales of Miller Lite vaulted Miller from the nation’s fourth-largest brewer to second in just two years. A famous Miller Lite ad campaign begins with a TV commercial which stated, “…everything you wanted in a beer. And less.” (MillerCoors Timeline, 2011). Miller Life’s “Miller Time” ad campaign became “Welcome to Miller Time” in 1982, and in 1984, Miller rolled out Milwaukee’s Best nationally (MillerCoors Timeline, 2011). Shortly after the release of Milwaukee’s Best, Miller and Philip Morris Companies Inc. launched Miller Genuine Draft in 1986, which became the original cold-filtered packaged draft beer (MillerCoors Timeline,