"The category is declining significantly as wine and spirits are growing," says Jillian Davis, director of marketing technology at Pabst Brewing Co. The category is declining more than any other alcohol category for young people. It was a wake-up call for us. It's a new America that is coming. PBR wants to be in harmony with non-conformity. Our consumer was outgrowing us. The demo is aging. The older, white male is also ... dying."
Adds Trisha Stecker, director of channel strategy and digital media for RR Partners, "There's the fact that marijuana is becoming more legalizied, and the decrease of beer is not only that the consumer is choosing other beverages, they're also choosing other recreational activities." All of this explains PBR's latest creative.
Find the rest of this session and more at our Data & Programmatic Insider Summit Agenda page.