This company profile of Molson Coors reveals the unethical practices of one of the world’s largest beer producers. It provides examples of harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception – the Dubious 5 strategies.
Introduction
Molson Coors is a Canadian American multinational alcohol company with headquarters in Chicago, USA. Molson Coors was formed through a merger of Molsons and Coors in 2005. In 2016, Molson Coors acquired Miller, making it one of the top five beer producers globally. Gavin Hattersley is president and CEO. Hattersley has previously held positions in SAB Miller and MillerCoors. He is also vice chairman of The Beer Institute, a beer industry lobbying organisation.
Fast Facts about Molson Coors
- Total revenue: $10,701 million
- Total volume of beer sold: 82 million hl
- Lobbying costs (US): $2.78 million
- Lobbying costs (EU): 300,000 – 399,999 €
- Gross profit: $3,655 million
- US Market share: 21% based on volume
- Marketing spend: $692 million
Molson Coors involvement in front groups:
- International Alliance for Responsible Drinking (IARD)
- The Brewers of Europe
- Beer Institute
- The Portman Group
UNETHICAL PRACTICES by Molson Coors
Promotion Alcohol Companies’ use Data-Driven Tactics to Target Gen Z
Alcohol companies are ramping up targeted marketing strategies to engage Generation Z, leveraging everything from social media and ...
Promotion Alcohol and Sports: Molson Coors’ SPFL Sponsorship Puts Scottish Youth at Risk
Molson Coors has recently entered into a sponsorship deal with the Scottish Professional Football League (SPFL), using football as a ...
Promotion Peroni 0.0% Partners with Formula 1
Molson Coors’ Peroni 0.0% is intensifying its marketing with a Formula 1-themed campaign, partnering with Scuderia Ferrari and ...
BROWSE MORE UNETHICAL PRACTICES by Molson Coors
BIG ALCOHOL IN THEIR OWN WORDS
Whisky brands are very reliant on a small number of heavy, and increasingly ageing, consumers, to provide the majority of volume [...] in the longer term we had to attract more younger drinkers—the heavy- using loyalists of tomorrow [to avoid] the potentially disastrous implications of losing heavy drinkers”.
“If Miller Lite was to be a large profitable brand we had to attract these young heavy drinkers”.
To the extent [that laws or regulations or actions against us to substantially curtail the consumption of alcohol, including beer] gain traction, they could have a material adverse effect on our business and financial results. For example, the European Union published its Europe Beating Cancer Plan. As part of the plan, by the end of 2023, the European Union has indicated it will issue a proposal for mandatory health warnings on alcohol beverage product labels."
Source: Molson Coors Annual Report 2022
