About Coors Brewing Company
Molson Coors Brewing Company (MCBC) is one the world's top-five largest beer makers by market cap. Through its subsidiaries including major brewer MillerCoors, MCBC produces nearly 100 million hectoliters (more than 2.5 billion US gallons) of beer a year. The beer maker's portfolio of brands is led by Molson Canadian, Miller Lite, and Coors Light. Long dominant in Canada with a 33% market share, the MillerCoors acquisition in 2016 granted MCBC considerable scale in the US as well. Outside North America MCBC has a significant worldwide presence including the UK's biggest selling beer, Carling, and the #2 Czech beer, Staropramen. MCBC operates as Molson Coors International (MCI) in developing markets.
As well as its core brands of Carling, Coors Light, Miller Lite, Molson Canadian, and Staropramen, Molson Coors Brewing Company (MCBC) also owns craft and specialist beer makers Blue Moon Brewing Company, Jacob Leinenkugel Brewing Company, Creemore Springs, Cobra, and Doom Bar.
Denver-based Molson Coors Brewing Company (MCBC) sells its products worldwide. The US is MCBC's largest market at around two-thirds of sales, followed by Europe at nearly 20% and Canada at 15%.
The company has seven major brewery/packaging plants in the US, three in Canada, and ten in Europe, six in Canada, and three in India. It has administrative offices in Chicago, Milwaukee, and Golden, US; Montréal and Toronto, Canada; and Prague, Czech Republic.
Molson Coors International (MCI) sells products in developing markets in the Asia/Pacific region, Latin America, and Africa.
Sales and Marketing
MCBC markets products through media advertising (television, radio, print), as well as tactical advertising (signs, banners, point-of-sale materials).
In the US, the company mostly distributes beer through a three-tier system consisting of manufacturers, distributors, and retailers. MillerCoors products are purchased and distributed to retail accounts through a national network of more than 400 independent distributors. In Europe, MCBC may distribute through either a two-tier system (manufacturers and retailers) or a three-tier system, similar to the US.
Craft and import brands in the US are marketed and sold through Tenth and Blake Beer Company.
MCBC's on-premise/off-premise mix (bought in a pub or restaurant versus a supermarket, liquor store, or other retail outlet) varies by country. In the US and Canada, around 85% of sales are off-premise; and in Europe 60%.
The October 2016 acquisition of the remaining 58% of MillerCoors it did not already own more than doubled Molson Coors Brewing Company's (MCBC) sales, passing $11.0 billion in 2017.
In 2018 the company's sales slipped back, down 2% to $10.8 billion due to falls in volume sales in the US and Canada, partially offset by growth in Europe and Molson Coors International. In Europe, MCBC's continuing "premiumization" strategy provided pricing uplift while it defended market share of its core brands. By brand, Carling fell 3%, Coors Light by 5%, Miller Lite by 1%, and Molson Canadian by 8%. On the upside, Staropramen grew 4% thanks to growth outside the brand's primary market.
Net income declined 29% to $1.1 billion in 2018 due to severance costs (it cut 300 workers in the US) as well as volatility in aluminum, freight, and fuel costs.
MCBC's cash on hand grew $653.3 million during 2018, ending the year at $1.1 billion. The company's operations generated $2.3 billion while its investing activities used $669.1 million and its financing used $1.0 billion. MCBC's main cash uses in 2018 were property purchases and dividends, while net proceeds from credit facilities added to liquidity.
MCBC continues to follow a growth strategy that consists of building a stronger brand portfolio, delivering value-added innovation, growing the market share among its core brands, and growing its business in the above premium, craft, cider, and other alcoholic beverage markets.
Some drinkers are shifting towards drinks with greater value-add, such as hard seltzers and coffee, which offer low calories and added caffeine respectively. While it has some catching up to do with Mark Anthony Brands' White Claw and Boston Beer's Truly, Molson Coors launched its own entrant into the booming hard seltzer market with Henry's Hard Sparkling Water, which boasts no sugar and 88 calories. On the hard coffee front, it partnered with La Colombe Coffee Roasters to produce La Colombe Hard Cold Brew Coffee, which contains a potent mix of coffee and alcohol. Quicker to respond than in the hard seltzer market, La Colombe Hard Cold Brew Coffee is in the top-two, alongside Pabst Hard Coffee.
Following the acquisition of MillerCoors in 2016, MCBC has been consolidating its manufacturing base to improve efficiency and supply chain flexibility. In recent years it has closed three breweries in Europe (Alton and Burton South, UK; and Plovdiv, Bulgaria), sold its Vancouver brewery to make way for a more efficient and flexible brewery, and begun moving to a new Montréal brewery.
Mergers and Acquisitions
In 2015 MCBC agreed to pay $12 billion for SABMiller 58% stake in MillerCoors, the joint venture the companies formed in the US in 2008. Regulators required MillerCoors to be spun off for AB InBev's SABMiller acquisition to clear anti-trust laws. The acquisition makes MCBC the world's third-largest brewer. As well as the MillerCoors beer brands, it also brings distribution contracts for import brands Peroni, Grolsch, and Pilsner Urquel.
Also in 2015 MCBC acquired Mount Shivalik Breweries in India. As part of the transaction, it acquired Mount Shivalik's entire brand portfolio, including the leading strong beer brand, Thunderbolt, and assumes direct control over brewing operations in Haryana and Punjab, as well as distribution for Thunderbolt in Bihar. MSBL is a significant player in the strong beer segment in India.
In an effort to boost its top line, MCBC has looked beyond its core markets to growth markets around the world. Its share of the Canadian and UK market has remained increasingly robust, but luring US beer drinkers is challenging. In 2010, the company's MCI division moved deeper into China, through a venture with Si'hai Brewing Company, as well as Spain, with
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