E-Malt.com News article: USA: MillerCoors LLC makes changes to sell more beer

MillerCoors LLC has replaced its chief marketing officer and chief of sales in an attempt to sell more Miller Lite, Redd’s Apple Ale and its other brands after five years of decline reduced its annual sales by seven million barrels, Milwaukee Business Journal reported on July 2.

The record profits and net revenue since SABMiller PLC and Molson Coors Brewing Co. formed the joint venture in 2009 were not enough for Gavin Hattersley, the interim CEO who moved from Molson Coors Brewing Co. in May.

“Those financial returns are certainly one indicator of success, but in today’s world, we can’t get by on financial returns alone,” Hattesley said in a release. “We must optimize our brand portfolio and take action to get Molson Coors Brewing Co. back to total volume growth.”

The action will be led by David Kroll, who moves up to replace Andy England as chief marketing officer, responsible for shaping the sales pitch for Miller High Life, Coors Light and Leinenkugel’s Summer Shandy. England was the joint venture's first marketing officer, hired seven years ago.

Kroll previously served as the Molson Coors Brewing Co.’s vice president of innovation and led the commercial operations for Dyson Ltd. before joining the brewing company.

Kevin Doyle replaces Ed McBrien as president of sales and distributor operations. Doyle started working for Miller Brewing Co. in 1983 and was most recently the chief commercial solutions officer.

The company has 1,400 workers and its roots in Milwaukee, and the brewery in the Miller Valley produces more than seven million barrels per year.

Hattersley’s emphasis on volume is a shift from the company’s message delivered for a Milwaukee Business Journal story in May.

“The reality is what matters from a business point of view is net revenue and profit,” England told the Milwaukee Business Journal at that time. “Those are the metrics for which I get personally rewarded. “Volume is a minor obsession with beverage companies.”


03 July, 2015