Miller Lite Works to Stay Relevant by Championing Urban Entrepreneurs
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When MillerCoors invited me to be a judge for a national competition for aspiring urban entrepreneurs, I jumped at the chance. Who wouldn’t want to see and hear from ambitious people with big ideas and even larger dreams?
MillerCoors, of course, has multiple motives for its own involvement. While most beverage companies focus on sponsoring sporting events or big parties and galas at nightclubs and bars, MillerCoors started the Urban Entrepreneurs Series more than 13 years ago to “enhance its investments in the multicultural community in new and more meaningful ways,” said Steve Canal, manager of community commerce and partnerships.
MillerCoors isn’t any different from other companies in its eagerness to win new, diverse consumers. It stands apart from beverage competitors, however, with its interest in fueling creativity, innovation, economic empowerment and the spark that is essential to develop viable and sustainable businesses in urban neighborhoods.
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