Beverage Chronicles with Gary Monterosso

Title: Schlitz, Session IPAs and Starbucks Summer Strategy

• Schlitz beer rose from Milwaukee brewing roots to become the world’s top-selling lager before collapsing in the 1970s after cost-cutting changes damaged quality and consumer trust.
• Founders All Day IPA helped redefine the “session IPA” category by offering full hop character with lower alcohol, making craft beer more approachable and widely drinkable.
• Starbucks’ new summer lineup uses colorful, layered drinks and experiential marketing to create premium, Instagram-ready beverages aimed at making customers feel the experience is worth the price.