CASE STUDY: MOLSON COORS BREWING COMPANY

1. COMPANY HISTORY, DEVELOPMENT AND GROWTH
The Molson Coors Brewing Company is an alcohol beverage company. It manufactures and markets beers and other beverage products through its subsidiaries across the world. Commercializes its products under a line of owned and partner brands. MCBC operates through four reportable segments, namely, Canada, the US, the UK, and Molson Coors International (MCI). Some of its major brands include Coors Light, Molson Canadian and Carlin
The Molson Coors Brewing Company is a North American brewing company, formed in 2005 by the merger of Molson of Canada, and Coors of the United States. Throughout most of its history, the Coors Brewing Company (Coors) has been a …show more content…

The beer industry is comprised of companies that manufacture beer and malt beverages. There are many different types of commercial beer that are produced regionally and globally, including pilsner, lager, ale, stout, light, malt liquor, dry, ice-brewed, bottled draft, and non-alcoholic. Within the United States, the industry has been consistently dominated by three major breweries: Anheuser-Busch (A-B), Miller, and Coors. Accordingly, these three “heavyweights” retain 80 percent of the total U.S. market share. Craft beer, or microbreweries, account for approximately 10 percent of the total U.S. beer market. While market growth has been relatively stagnant and consumption is primarily comprised of mature product brands, the continued evolution of microbrews was able to facilitate additional U.S. industry growth as the number of breweries increased from 43 in 1983 to over 1,500 in
2003. However, microbreweries are currently experiencing declines due to rapid over-expansion.
While the U.S., Japan, and Europe markets are generally over-saturated with low growth (approximately one percent per year), China, Russia, and Latin America continue to show the highest growth rates. Facing low prospects for volume growth in mature, developed markets and increased competition, brewers continue to seek growth through acquisitions