"Since becoming CEO of Molson Coors last fall, I've thought a lot about the need to champion not just beer - a cultural staple of conviviality for thousands of years - but the occasions where beer has played a role in bringing people together. And indeed, the beverage industry thinks in terms of "occasions," but it's obvious that we're in the middle of something culturally and economically, broadly thought of as strain on Americans' wallets mixed with what some have dubbed a "loneliness epidemic.""
"Companies like ours think in terms of occasions because, simply, that's when we do our business - when people come together, it's often a moment for a tall, frosty beer, whether with or without alcohol. But what if the occasions slow, or even stop? What if people choose not to grab that drink with friends after work, if date nights slow to a trickle, if the bowling balls stay on the racks on Friday nights?"
Beer functions as a cultural staple that helps create social occasions and bring people together. The beverage industry defines consumption around specific occasions—after-work drinks, date nights, concerts, and local traditions like ice fishing or crawfish boils. Economic strain on Americans' wallets combined with a growing loneliness epidemic is reducing the frequency of these occasions. Fewer occasions weaken demand for beer and harm the industry and communal life. Brands are responding by encouraging socialization through marketing, exemplified by a new Miller Lite campaign starring Christopher Walken aimed at reviving social moments.
Read at Fortune
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