Title: Schlitz, Session IPAs and Starbucks Summer Strategy

Schlitz beer rose from Milwaukee brewing roots to become the world’s top-selling lager before collapsing in the 1970s after cost-cutting changes damaged quality and consumer trust.

Founders All Day IPA helped redefine the “session IPA” category by offering full hop character with lower alcohol, making craft beer more approachable and widely drinkable.

Starbucks’ new summer lineup uses colorful, layered drinks and experiential marketing to create premium, Instagram-ready beverages aimed at making customers feel the experience is worth the price.