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Copper Magazine

In 2013, the beer landscape was changing rapidly in the UK and Ireland. Molson Coors UK/Ireland tapped me to come help them start their craft and import beer division.

 

Many retailers did not understand how to stock or market high-end beers at the time, as it was an emerging category that didn't have a lot of support. The swell of consumer sentiment was shifting in the direction of quality over quantity, so we took a category approach to help our retailers manage their beer portfolio. We had many of the leading brands on the market, so we knew that a rising tide would float all boats, and hopefully, our brands would disproportionately win in the uber-competitive craft beer marketplace.

 

We created Copper, a quarterly B2B magazine that our sales team could use to lead the conversation with retailers about how to manage their craft beer aisle and taps. We took a "Category Captain" partnership approach to help our retailers win.

From Issue 1: With so many different styles coming on to the scene from new and traditional breweries, we want to arm you with the latest info you need to make the most of the dramatic growth in popularity of craft and cask beers. Every quarter on these pages, we will share our expertise on everything from craft beer glassware to food pairing ideas and cellar management. We will also guide you through our extensive offering of world-class craft and cask beers to help you stock a range that is spot-on for your clientele.

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