- Molson Coors announced a massive restructuring on Wednesday, which will kill the MillerCoors brand and combine the company’s US business with its Latin American and Canadian businesses.
- The company said it expected to cut 400 to 500 salaried positions in the restructuring.
- Molson Coors CEO Gavin Hattersley said the company’s business was “lagging,” as “core brands have seen years of volume losses, and we haven’t had the resources needed to fully invest behind our innovations.”
- In 2018, sales of Coors Light declined by 3.9%, and Miller Lite’s dropped by 1.3%, as millennials ditched beer.
- Sign up for Business Insider’s retail newsletter, The Drive-Thru, to get more stories like this in your inbox.
- Visit Business Insider’s homepage for more stories.
MillerCoors will soon no longer exist in its current form.
On Wednesday, Molson Coors CEO Gavin Hattersley announced a massive restructuring plan that would effectively kill the MillerCoors brand.
In January, the company will be renamed Molson Coors Beverage Co., from Molson Coors Brewing Co., as the brewing giant attempts to expand beyond beer. The company said it expected to cut 400 to 500 salaried positions, primarily in North America and from Molson Coors International.
The US business – called MillerCoors – will be combined with its Latin American and Canadian businesses, according to the company’s Behind the Beer blog. The company will close its Denver office and make Chicago the headquarters of its North American commercial business, with support positions consolidating in Milwaukee.
With the exception of its Latin American team, Molson Coors International will be folded into Molson Coors Europe.
According to Molson Coors, the changes will allow the company to reinvest $US150 million annually, focusing on above-premium beers, while expanding its options beyond beer and building out its digital capabilities.
The beer giant needs to make a comeback
Hattersley became CEO in September.
“As the world around us rapidly changes and the nature of competition intensifies, our business performance is lagging. We’re over-indexed in declining segments, our core brands have seen years of volume losses, and we haven’t had the resources needed to fully invest behind our innovations,” Hattersley said in the note to employees quoted in Behind the Beer.
In 2018, dollar sales of Coors Light declined by 3.9%, while Miller Lite’s dropped by 1.3%, according to the market-research firm IRI. Beer sales in general are slumping in the US, with volume by sales dropping by 1% from 2017 to 2018, according to Euromonitor data.
Younger drinkers in particular are moving away from beer.
In August, Bank of America Merrill Lynch released a survey in which 31% of millennial respondents said they were drinking less alcohol than before, up from 21% in 2018. Among millennials who are drinking less, 27% said they were drinking less beer – more than the 26% who said they were cutting down on spirits and 12% who said they were drinking less wine.
In July, Michelle St. Jacques, MillerCoors’ chief marketing officer, told Business Insider that the company was hoping to find fresh ways to highlight the benefits of Miller Lite and Coors Light while also pushing new beverages. The company has also been developing new brands, such as the sparkling-cocktail brand Cape Line and Hard Cold Brew Coffee.
“We cannot and will not wait,” Hattersley said at the end of his note to employees, according to Beyond the Beer. “We will move faster and free up resources. We will invest in our brands and in our capabilities. We will regain the glory of our past, and we will create a brighter future for the Molson Coors Beverage Company.”
Business Insider Emails & Alerts
Site highlights each day to your inbox.