The brief was to provide a corporate radio channel for communicating Coors’ vision and strategy. Vitally, it would ensure that change was transparent and employees could acquire a feel for the parent company and its approach. 

‘Coors Brew Radio’ also enabled Coors to achieve a two-way coommunication with its audience, with listeners invited to provide feedback and comment after each show. This meant that employees were able to take ownership of the medium and ensured the show’s popularity.