The Beer industry has been around for a very long time. The Adolph Coors Company was founded in 1873 and in the late 1990s, Coors was the third largest beer brewer in the United States behind Anheuser-Busch and Miller Brewing. Import beers such as Heineken and Corona were gaining share quickly on Coors, potentially leaving them behind.
While new product launches typically require several years of R&D and testing, Coors needed to find ways to grow their revenue and stay profitable. The executive team designed the wRatings research to target key accounts within their on-premise community (consume beer at the location) and off-premise community (consume beer at a separate location). Several key areas of performance were not being met, especially in terms of planning and category management.
Based on the wRatings analytics, Coors reengineered its sales force to form national teams of category managers that focused exclusively on winning new accounts. In 2000, several publications recognized Coors with awards as the top Category Manager in the industry.
Through 2000-Q4, Coors posted 12 straight quarters in a row of profits, which was a record for the company at that time. Coors also grew its revenue 2X as fast as Budweiser.