It is all in the details as companies pursue growth in developing markets.
Molson Coors Brewing Co. has adjusted their cold activated bottles and cans in order to accommodate Chinese consumer preferences. While the US configuration changes the bottles iconic Rocky Mountains blue at a chilly 39.2 degrees, Coors has adjusted Chinese cans to change color between 41 and 44.6 degrees.
Chief executive officer of Molson Coors, Peter Swinburn, told Bloomberg, “We dropped the temperature for the thermochromatic ink, and it still turns blue, but it’s not so cold.”
While the majority of Americans may prefer their brews cold, Chinese beer drinkers are more inclined to drink warmer beverages, a cultural habit.
Catering so precisely to the needs of their Chinese market is a smart move for Coors as Euromonitor International forecasts Chinese sales to increase at least 3.6 percent by 2018, whereas sales in the US are predicted to dip by 0.7 percent.
Krishnan Anand, the president and CEO of Molson Coors International, says that the company is happy to meet the needs of their Chinese consumers as sales have climbed 15 to 20 percent over the last eight years.
“We take into account local drinking habits, but brand identity will remain the same,” she said.
In the last three years, international revenue (excluding the UK and Canada) has rocketed to $999.5 million, 17 percent of the company’s total sales.
Though Coors international market is still relatively small, with the volume at which sales are increasing, the company is able to continue to invest opportunistically.
image credit: corey butler