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MillerCoors, LLC | Company Profile, Marketing Contacts, Media Spend, Brands

MillerCoors LLC, headquartered in Chicago, IL, markets and distributes imported beer brands such as Miller Lite, Miller High Life, Coors, Steel Reserve, and Molson Canadian. MillerCoors LLC is a joint venture between SABMiller and Molson Coors Brewing Company.

Main Telephone (303) 279-6565
Main Fax (303) 279-6718
Primary Address
Post Office Box 4030
Golden, CO 80401-0030

MillerCoors, LLC Contacts

Contacts (5/113)
Name Title State
Eric M. Chairman CO
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (303) 279-6565
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 4030
Golden, CO

Peter C. Vice Chairman, Molson Coors & Chairman, Miller Coors CO
Gavin H. Chief Executive Officer CO
Keith V. Master Brewer & Founder - Blue Moon Brewing Company CO
Jeff H. President, Miller Brewing Company WI

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Blue Moon ********
Extra Gold Lager *****
Coors Light *********
Coors Non-Alcoholic *****
Hamm's *

Agency Relationships

Brand Agency Service From To
**** **** ********, **** & ******** creative 2015 present
**** **** ******* ********* media buying & planning unknown present
***** ******* ********* media buying & planning unknown present
***** ********** creative, digital 2015 present
***** ******* ********** Creative 2015 present

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Q2 TV, Digital, Social Opps: Coors Light's new ‘dual-gender' campaign launches Sunday

Subject: TV, digital, social media, sponsorship, outdoor, events

Company: Coors Light (Winmo). Coors Light is the second largest beer brand in the US behind Bud Light

Opportunity: Yesterday, we told you that MillerCoors had debuted the first campaign for its new Henry’s Hard Soda (more here). The work is a bit of a departure for the brand, as it focuses more on female drinkers, as opposed to the traditional millennial male demographic it has gone after in the past.

In a memo issued to distributors, CMO David Kroll called the effort a “dual-gender campaign” meant to “encourage men and women to celebrate the mountains they climb with a cold, refreshing Coors Light.” Coors Light, like many big beer brands, has been losing ground to smaller craft brewers in recent years and the new campaign looks to create an emotional connection with consumers. 

The TV campaign will roll out over the coming months, with the first media buys coming during ESPN’s broadcast of the Winter X Games and the NBA All-Star Game on TNT. While the first two flights don’t seem to completely overhaul Coors Light’s strategy (after all, millennial males are both events largest demo), look for a wider net to be cast as the campaign unfolds. The campaign is also set to run over digital, social media, print, OOH and event activation channels in the coming months. Therefore, now is the time for female-focused sellers to reach out to the brand.  Coors Light traditionally spends fairly evenly throughout the year, with the biggest spike during Q2, so time is of the essence to secure potential dollars. 

Additional Information

Media Spend: According to Kantar Media, Coors Light spent $99.7 million on measured media through the first three quarters of 2015 (up from $89.3 million through Q3 2014). Most of this spend is allocated to broadcast ads, with the remainder allocated to Hispanic media and digital buys.

TV Breakdown: iSpot reports that MillerCoors spent $90.4 million on national TV ads (for Coors and Coors Light). This is an increase over 2014 spend – $76.9 million. See charts for 2015 channel/show targeting – notice how sports event-heavy brand advertising has been in the past. Given the “dual-gender” marketing focus of Coors Lights’ new campaign, it makes one wonder if the door is opening for other program targeting?

Digital Breakdown: Per Moat, Coors Light ran 322 display ads on 705 publishers in 2015 (16% mobile). Top ad destinations included,,, and (43% placed site direct versus programmatically). Coors Light also ran 501  high impact ads and 38 video ads in 2015.

For comparison, in 2014, 227 display ads and 458 high impact ads appeared on 762 publishers (86% placed site direct).

250 S. Wacker Dr.
Suite 800
Chicago, IL 60606
(312) 496-2700

David Kroll
Chief Marketing Officer
(312) 496-2700