After reading “Brewing Up a Business” and doing my book report for MC 3031, I thought about how a macro brewpub, such as MillerCoors, could enter the micro scene. There is quite a rift between micro and macro breweries, with micro owners and consumers feeling like the MillerCoors’ of the world only want to buy out micros and slap their name on it. Essentially, this causes microbreweries to suffer because the money is going straight to the corporation and not back into the micro scene. While this may be tru, I thought of a creative way for macro breweries to gain a more positive reputation among the micro breweries and to their consumers.
What if MillerCoors opened a brewpub in Chicago, a place where they have a large office and not far from Miller Headquarters in Milwaukee. The brewpub would open near the lake shore, as if to have a beach house brewpub feel. Miller would host a brewing festival where any brewmaster could bring his beer to compete for a chance to become head brewer at the new brewpub. The best beer becomes the main attraction at the new brewpub. This way, MillerCoors would have their own “Select” or “Premier” product line of beer, much like Community Coffee has for their “Reserve” line and distilleries have for their fine spirits. The brewpub would also sell Miller Lite and other miller products to attract people who also enjoy macro beers, but would be an excellent way to show the micro scene that they aren’t looking to buy out the competition, but enter it. They will also gain revenue from the beer festival which will likely attract thousands of brewers looking for a dream opportunity to own their first brewpub.
Miller would gain respect throughout the microbrewery scene and gain revenue from a new audience, while still marketing towards their current audience through the offering of established products.