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'I Sell Beer'

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The company also has brought innovation to the segment, Cardella said, with the introduction of Miller Genuine Draft 64, of which 1 million barrels will be produced this year, the first full year of production for the brand.

Although MillerCoors’ business is growing, the beer industry has been hurt by the recession, he said.

“We’re feeling the impact of the economic pressures just as a lot of other businesses are,” he said. “I think we’re very fortunate because we’re growing share nationally. Consumers are definitely feeling the pressure of less disposable income, and there has been some trade down in the business.”

MillerCoors’ main focus will continue to be on its six “core” brands—Coors Light, Miller Lite, Blue Moon, MGD 64, Keystone Light, and Miller High Life, Cardella said. Combined, the brands account for about 85 percent of MillerCoors’ overall revenue.

Cardella described his management style as focusing on “consensus building and collaboration.”

“What I really thrive on is putting the right capabilities in place at senior-level positions and building confidence in those folks and giving them the resources and autonomy to do their jobs,” Cardella said.

Cardella singled out Leonard Goldstein, who served as Miller Brewing Co.’s CEO from 1988 to 1991, as the person who’s had the most influence on his career.

Goldstein was field sales manager for Miller when he hired Cardella.

“I thought he was a real find when we hired him,” Goldstein said. “I was impressed with his ambition and desire to get ahead.”

Cardella left Miller at one point, but Goldstein later rehired him.

“I had never taken anyone back at that point,” Goldstein said. “I made an exception. I had been really sorry to lose him.”

Cardella has exhibited a level of “intellectual curiosity” throughout his career that has allowed him to advance, Goldstein said.

The Metropolitan Milwaukee Association of Commerce recently appointed Cardella to a seat on its board of directors. The appointment is a recognition of the significant impact MillerCoors continues to have on the community, even though the company’s corporate headquarters has moved out of state, MMAC president Tim Sheehy said.

“We think it’s critical that he’s on the board,” Sheehy said.


Rich Rovito writes for the Business Journal of Milwaukee.

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