Question: Case Study- Be as detailed and creative as possible The Scenario: Joes Bar has had a rough start to the year. His total alcohol beverage

Case Study- Be as detailed and creative as possible

The Scenario:

Joes Bar has had a rough start to the year. His total alcohol beverage sales are down 10% and his traffic is down 15%. Joe wants to pull his bars only American Light Lager, Miller Lite, off draught in hopes of attracting craft consumers that will spend more money. With football right around the corner and Miller Lite being the official sponsor of the Chicago Bears, this would be a great time to capitalize on sports at Joes bar. How would you convince Joe that he should keep Miller Lite on draught?

The Facts:

American Light Lager drinkers are 2 times more loyal to their light lager brand than craft beer drinkers are to theirs

American Light Lager drinkers stay an average of 19 minutes longer in an account versus the craft drinker

26% of craft beer drinkers prefer light lagers while watching sports.

55% of the time, American Light Lager drinkers will not return to the account is their favorite brand is not available in their favorite package.

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