May
23
Craft Brewers Kona and New Belgium Experiment With TV Ads
Posted in: Uncategorized
Despite the rise of smaller craft beer brands, the brewing industry remains top heavy when it comes to ad spending.
Anheuser-Busch InBev and MillerCoors last year shelled out a combined $1 billion on measured media in the U.S, accounting for 75% of the money spent in the beer category, according to Kantar Media. When Corona-marketer Constellation Brands and Heineken USA are included, advertising is even more concentrated, with the top four spenders accounting for 93% of all measured media, or $1.25 billion.
But in recent weeks, a couple of craft brewers have launched TV campaigns that signal a willingness to spend more.
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