Beer & Wine Category Management 1/5/2015
Chicago-based MillerCoors has been focused on helping retailers identify relevant shopper solutions that are engaging and make it easier for customers to plan for meals while increasing basket spend. Additionally, retailers are looking to disrupt the shopper through digital and social media as more and more consumers look to find real-time offers and recipes on their mobile devices.
This gave birth to the brewer’s latest promotion, “Get Grillin’ with Guy,” a partnership between the Miller Lite brand and Food Network celebrity Guy Fieri. The platform offers customizable retail solutions centered around beer and food occasions with a foundation of custom recipes that pair with or use Miller Lite as an ingredient.
“Our customers all want tailored solutions,” says Brad Stevenson, MillerCoors’ VP of grocery.
