Molson Coors: Molson Canadian
Rethink
Situation analysis
Overall assessment
Canada is a nation that appreciates the art of brewing. It's part of our culture and even part of our identity. Yet the beer category is undergoing significant change. An incredible number of new brands have appeared over the past few years and there has been flux with the category's segments. Most of the category's growth has happened in the Value and Super Premium segments. A quick glance at what the market looked like a few years ago and what it looks like today demonstrates the challenge faced by Molson Canadian,...