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Case Title:

Creating "Miller Coors"- A Need Based Friendship?

Publication Year : 2010

Authors: S Sanyal, S Chaudhuri, C Rao

Industry: Beverages

Region:Global

Case Code: MAA0181IRC

Teaching Note: Not Available

Structured Assignment:  Available

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Abstract:
A global merger brought together international brewers SABMiller and Molson Coors. The combination of their US operations gave birth to Miller Coors to gain brand exposure on one hand and combating the US beer market giant Anheuser-Busch (A-B) on the other. SABMiller and Molson Coors were number two and three respectively in the US beer market. Although synergies in various areas were the main highlight behind the venture, the risk of SABMiller and Molson Coors losing their individual identity was not ruled out. The implication of the deal on their operations outside US was debatable too. Further, would Miller Coors preserve the uniqueness of both the brands in a matured beer market that was beset with shifting consumer tastes, faltering beer sales and slow growth? How would Molson Coors affect the landscape of the US beer market and should A-B finally feel threatened in a market that has been its stronghold for years?

Pedagogical Objectives:

  • To get an insight into the dynamics of consolidations in the beer industry.
  • To understand if the US beer market is the right platform for the merger?.
  • Toanalyse the combination between number two and number three players as a strategy to challenge the number one.

Keywords : Miller Coors, Beer, US, Anheuser-Busch (A-B), SABMiller, Molson Coors, Brand, Merger, Competition, International, Consumer, Economic interest, Partner, Selling

Contents: 
SABMiller- The Global Pitcher
SABMiller’s Operation-An Overview
Molson Coors-Craftsmanship in Global Brewing
Molson Coors Brands
US Beer Market: Still an Eye Candy?
US Craft Beer Market
Top 10 Brewing Companies in U.S
Miller Coors- Friends for Life?

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