Now you might think that brewers position their beers on the basis of taste, and you would be wrong, naturally. Brewers position their brands according to lifestyle. And as such, Killian’s Irish Red beer by Coors brewing is getting lost in the shuffle. Killian’s is not really Irish, and cannot really realistically compete with imports or microbrews. Killian's "doesn't have an identity. It has this pseudo Irish thing going on, and it's not an
import," says Mike Bainbridge, executive vice president of intelligence at the package design firm Sterling Group. As such, Coors needs to decide if Killian’s Irish Red should be trendy microbrew, premium like Sam Adams, or perhaps even a blue collar beer like Pabst Blue Ribbon. Our course, color is a fact as well. Killian’s Irish Red could be positioned as a dark value brand.
Marketing Blurb has never tasted Killian’s Irish Red, so we cannot offer much advice—unless of course—you want to serve us a round of all the afore mentioned brews for comparison.
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