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 Five 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
Brands
- Aguila
- Apatinsko
- AriZona Hard
- Arnold Palmer Spiked
- Aspall
- Astika
- Bergenbier
- Black Horse
- Black Ice
- Blue Moon
- Blue Run Spirits
- Bohemian
- Borsodi
- Branik
- Brasseur de Montréal
- Burgasko
- Caffrey’s
- Carling
- Carling Cider
- Cobra
- Cool
- Coors
- Coors Banquet
- Coors Edge
- Coors Light
- Coors Original
- Coors Seltzer
- Coors Whiskey Company
- Creemore Springs
- Cristal
- Cusquena
- Fine Company
- Foster’s
- Franciscan Well
- Fresh
- Geroge Killian’s Irish Red
- Golder Wing
- Granville Island Brewing
- Grif
- Grolsch
- Hamm’s
- Happy Thursday
- Henry Weinhard’s Gourmet Sodas
- Hop Valley
- Icehouse
- India Beer
- Jelen
- Kamenitza
- Keystone Light
- Laurentide
- Lech
- Leinekugel’s
- Madri Excepcional
- Mickey’s
- Miller Chill
- Miller Genuine Draft
- Miller High Life
- Miller Lite
- Miller64 Extra Light
- Milwaukee’s Best
- Molson Canadian
- Molson Canadian Cold Shots
- Molson Dry
- Molson Exel
- Molson Export
- Molson Stock Ale
- Molson Ultra
- Nikšićko
- Noroc
- OKeefe
- Old Style Pilsner
- Old Vienna
- Old English 800
- Ostravar
- Ožujsko
- Pardubický Pivovar
- Peace Hard Tea
- Peroni
- Pilnser Urquell
- Praha
- Pravha
- Rákóczi
- Redd’s Hard Apple
- Redd’s Wicked
- Rekorderlig
- Rickard’s
- Riesenbrau
- Roxie
- Sharp’s
- Simply Spiked
- Sol Cerveza
- Standard Lager
- Staropramen
- Steel Reserve Alloy Series
- Steel Reserve High Gravity
- Stones Bitter
- Sunny Provisions
- Tarquin’s
- Topo Chico Hard
- Trou Du Diable
- Twin Fin
- Tyskie
- Velvet
- Vizzy Hard Seltzer
- Vukovarsko
- WAI
- Wothington
- Zima
Non-alcohol
- Bergenbier Non-Alcoholic
- Kamenitza Non-Alcoholic
- ZOA
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
Deception, Manipulation IARD Exploits Decline In Youth Alcohol Use to Whitewash Industry Image
The International Alliance for Responsible Drinking (IARD) – the alcohol industry’s global mouthpiece – has released a new report ...
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 ...