8 years ago, Coors (an American-based beer company) bought the Quebec-based Molson brand for $4 Billion resulting in the merger company being called Molson-Coors. Recently, the brand was valued at $2.9 billion (a whooping $1.1 billion below the initial purchase price), although some analysts believe the high $4 billion was due to premiums being paid as the company was based in Canada. In its recent earnings report, Molson-Coors stated that the Molson brand may have been overvalued by some and “was close to failing a test that would require the company to write down its value.”

In commercials, Molson targets Canadians priding itself in being different and how it is patriotic to be drinking a beer which is made in our own “backyard.”

Fun Facts:

– Molson-Coors is the seventh largest brewer in the world.

– “One in every hundred jobs in Canada is directly or indirectly related to the beer business”

– For every dollar spent on beer by Canadian households, “$1.12 is generated in the economy”

http://www.huffingtonpost.ca/2013/11/14/molson-coors-risk_n_4276544.html