New Targets: Redd’s Apple Ale & Miller Lite
Steve’s breakdown: Looks like the interim CEO is not happy enough with record profits at MillerCoors so he’s hired a new CMO and Chief of sales. (Do you think he’s bucking for the full-time gig . . . ? ) Anyway, Miller Lite and Redd’s Apple Ale are on his radar so they should be on yours. I’d personally go for Redd’s.
CHICAGO, IL: 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.
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 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 MillerCoors 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 MillerCoors 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 Business Journal at that time. “Those are the metrics for which I get personally rewarded.
“Volume is a minor obsession with beverage companies.”