Brand Week says Coors has is tops in customer loyalty

Modern Brewery Age,  May 30, 2005  

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Coors Brewing Company brands Coors and Coors Light have been recognized with the Brandweek "Customer Loyalty Award" which singles out companies that represent the "ideal" brand within a given category. In the most recent Brandweek ranking, Coors Light and Coors both placed at the top of the list in the light beer and regular beer categories, respectively.

"We're thrilled to win this award because it means the people who drink our beer enjoy it immensely and will come back to it again and again," said Rob Borland, director of marketing for Coors Brewing Company. "It tells us that we are doing something right and that we can depend on Coors and Coors Light drinkers as much as they can depend on us to deliver a quality product."

Brandweek teamed with Brand Keys Inc., a brand and customer loyalty consultancy, to create the Brandweek Customer Loyalty Awards. Award winners are identified by the results of the annual Brand Keys Customer Loyalty Index.

The index probes customers' relationships with 222 brands in 35 categories, and identifies the drivers that bond customers with the "ideal" brand in each category. The brand whose set of category drivers comes closest to meeting or exceeding those of the ideal is the one whose customers will demonstrate the highest levels of loyalty. This year, 10,200 consumers were surveyed to determine which brands ranked highest in customer loyalty.

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