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Molson Coors benefits from the joint venture in a big way, said Brian Sudano, managing partner at the Beverage Marketing Corporation, the industry's dominant consultant and market analyst.
"'It is not a secret that Molson Coors has struggled over the past five years,' Sudano said. 'Since 2014, Molson Coors has lost 14% of its market share going from 26.2% share to 22.5% in 2019. The company is looking for a brand with potential scale that they can grow.'"
—The Philadelphia Inquirer (September 15, 2020)