Coors was suffering from slipping bar-call business. Coors reported that 55% of bartenders are gay. And the local paper (Denver Post) was relentlessly hammering the company for its anti-gay marriage stance. Our research discovered that this was a very local issue. The Post’s sentiments were not shared elsewhere and the slipping bar-call business was due to a wide range of other factors that we identified and addressed with a range of consumer/on-premise programs and distributor efforts.