MillerCoors’ marketing exec Steve Canal helping the company be America’s best beer brand

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Photo courtesy of Steve Canal

What is MillerCoors’ mission?
Our mission is to build America’s best beer company and work with our constituency organizations to tell the story of our Quality Beers, Quality Partnerships, and Quality Citizenship.

Describe Miller Lite’s program, Tap the Future
Miller Lite’s Tap the Future empowers you to pitch your original business and encourages you to stay true to yourself and come as you are!
In its third year, Miller Lite Tap the Future will feature:
One $200K grand prize.
Six $20K semifinalist prizes.
Six Live Pitch opportunities.
Access to mentors and business moguls, including Daymond John from ABC’s “Shark Tank.”

What motivates you to be In your industry?
The ability to empower the next generation of leaders by providing educational resources and guidance motivates me more than anything!

How is technology changing your industry?
Technology is changing the way we enjoy beer in America with new delivery apps that bring our products to legal drinking age consumers door.  Another is emojis believe it or not. … We actually worked with a previous Tap the Future winner, Text Pride (now Swyft Media), to develop beer bottle emojis for Coors Light and Miller Lite which were very successful.

What national organizations do you work with?
We work with so many but here are some organizations that we work with on a National and local market level:
Thurgood Marshall College Fund
National Urban League Young Professionals
100 Black Men of America
Wade’s World Foundation
Common Ground Foundation
National Newspaper Publishers Association
The National Consolidated License Beverage Association

Describe the role social media plays in your business.
With a click of a button millions of people are exposed to your brand; it doesn’t get much better than that! To think we used to tie messages to a bird lol… Now you can tell your brands story visually or just with words through the many social platforms that are available these days.

Name a role model who inspires you in your industry.
Keith Villa, who is the head brewmaster and founder of the Blue Moon Brewing Company.  He had a vision nearly two decades ago to create a Belgian white ale and today Blue Moon is one of the most popular beers in the world.

Share two national brands who have a creative approach to business that keeps them seen as a trend setter and leader in their industry. Please give examples with each.
Apple for their continued innovation with technology. Going from Apple 1 Personal Computer, which was hand-built by Wozniak to the iPod, iPhone and now Apple Watch.
MillerCoors for their endless innovation within the beer industry. When you look at the portfolio the history is rich and consistent! Miller Lite is the Original, authentic Light Pilsner. Blue Moon and Redd’s Apple Ale are trendsetters in their own right.

Name a creative icon that influenced your approach to business and life.
Daymond John for his amazing life story and journey, becoming a leader within the sales industry and beyond.

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