We launched ZIMA in Japan in 1996, three years after its debut in the USA.
I was very fortunate to be given flexibility in repositioning ZIMA specifically for the Japanese market.
Coors beer was sold in Japan by Asahi under license until 1995 when I set up Coors Japan as an independent … [Read more...]
ZIMA Succeeded in Japan with Illusion of Discovery Strategy
We launched ZIMA in Japan in 1996, three years after its debut in the USA. I was very fortunate to be given flexibility in repositioning ZIMA specifically for the Japanese market. Coors beer was sold in Japan by Asahi under license until 1995 when I set up Coors Japan as an independent … [Read more...]