Coors Surprise

One of the last cases in my strategy class this past semester focused on Coors. The point of the case was in the importance of price and price warring vis a vis the perception of quality among other things.

Surprisingly, Coors used to be regarded as a very premium beer. President's had it flown into the White House and people would drive hundred of miles to get cases. Coors itself was at that time, a stickler for quality, and tightly monitored the temperature of all the trucks, trains, and wholesaler warehouses to make sure that the beer was never warm. Then, they decided to expand, drop their prices, and put out a "light" version to compete with Miller and Anheuser-Busch, and their brand perception went to pots after that.

In any case, I was curious to see what Coors' orginal brew, Coors Banquet was actually like... And actually, it's pretty good, like a cross between a Pilsner and a Lager, and it goes down smooth. What a pleasant surprise.