Abstract
Big is not necessarily always better – and that’s certainly true in the world of business. When global players largely dominate a particular market, there might seem little chance for the smaller guy to succeed. But sometimes a narrower focus can reap rich rewards. And doesn’t everyone like to put one over the top dog? Allio and Allio detail how V. Suárez and Company did just that when successful marketing and distribution strategies enabled a successful launch of new beer, Coors Light. This was the first step towards the brand taking the lion’s share of the Puerto Rico beer market – largely at the expense of big‐name rivals Budweiser and Heineken.
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