Coors is America’s Favorite Beer Because We Have Low Expectations

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Coors has officially been declared America’s favorite beer. Well, that’s according to Brand Keys’ Customer Loyalty Engagement Index.

Categorically, Coors made the top of the list as the most loved beer of 2017, while Coors Light topped as the most loved light beer of 2017.

In an e-mail to the media, Brand Keys Founder & President Robert Passikoff wrote, “Making the top of the list means that your brand is seen as meeting (and sometimes exceeding) expectations consumers hold for their ideal in a particular category.”

But the technique used to gather information was based on “expectations,” as mentioned in the email.

“This year we had nine light beers that were mentioned enough to make the assessment, and 11 regular beers on that list,” Passikoff said. “Closest to the actual winners would have been Miller Lite and Corona.”

How Coors became number one!

Brand Keys surveyed 49,168 people—all between 16 and 65-years-old and asked them which brands they prefer. Seventy percent of participants were interviewed by phone, 25 percent interviewed face-to-face and five percent were interviewed online. They were asked questions that “fuses emotional and rational aspects” from the product categories offered.

The only beer brands considered were those with a high level of engagement from the participants.

“The research technique is a combination of psychological inquiry and statistical analyses, has a test/re-test reliability of 0.93, and results generalizable at the 95-percent confidence level,” Passikoff explained.

Coors passed all expectations after the survey. Now, we know which beer is America’s favorite.


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