Molson Coors Beverage Company: Molson Coors Faces an Uphill Battle to Expand in the Premium Aisle

Molson Coors owns well-known beer brands including Miller, Coors, Blue Moon, and Carling and ranks as the second-largest beer maker in both value and volume terms in the US, Canada, and the United Kingdom. Through licensing agreements, the firm also brews and distributes beer and hard seltzer under partner brands from Heineken, Anheuser-Busch InBev, Asahi, and Coca-Cola. The brewer uses independent distributors in the US, given the three-tier distribution requirements, while using