Coors Banquet's decision to use stubby bottles was primarily driven by practical considerations. In 1936, the beer industry faced the challenge of reducing shipping costs while maximizing the amount of beer that could be transported in trucks. The traditional long-neck bottles were not only more fragile and prone to breakage during travel but also took up more space, limiting the quantity of beer that could be shipped at once.
To address these issues, Coors introduced their famous stubby bottle. This shorter and stouter design was not only more resistant to breakage but also allowed for more efficient packing in trucks. By utilizing stubby bottles, Coors could transport a greater volume of beer and reduce the risk of breakage during transportation. These practical benefits helped Coors save on shipping costs and increase their overall efficiency.
However, the introduction of stubby bottles initially faced resistance from beer drinkers. Consumers were accustomed to the traditional long-neck bottles and were skeptical of the change. Many people believed that they were receiving less beer in stubby bottles, as the shorter stature seemed visually deceiving. This perception created a challenge for Coors to convince consumers that they were not compromising on quantity.
To overcome this hurdle, Coors had to educate consumers about the advantages of the stubby bottles. They emphasized the practical benefits, such as reduced breakage and increased shipping efficiency, which ultimately allowed for a more consistent supply of beer. Additionally, Coors reassured consumers that the stubby bottles contained the same amount of beer as the traditional long-neck bottles, dispelling any misconceptions about quantity.
Through consistent messaging and an emphasis on the practical advantages, Coors was able to gradually shift consumer perception and gain acceptance for their stubby bottles. Over time, beer drinkers came to appreciate the benefits of the shorter, stouter design and recognized that they were not being shortchanged on the quantity of beer they received.
Coors chose to use stubby bottles as a solution to reduce shipping costs and increase the amount of beer that could be transported in trucks. Despite initial consumer resistance, Coors successfully addressed concerns about quantity and educated consumers about the practical advantages of the stubby bottles. This decision ultimately proved beneficial for Coors, allowing them to improve their shipping efficiency and ensure a consistent supply of their popular Banquet beer.