will increases its marketing spending by 20 to 25% and will eliminate two of its small U.S. brands to devotes the entire marketing budget to its top three sellers: Molson Golden, Molson Canadian, and Molson Ice (Cherney A13).
Miller Brewing Co. had bought control of Molson’s U.S. brands but the arrangement did not work because Miller did not view Molson’s brands as one of its top priorities according to Molson executives. There have also been other changes in Molson’s advertising strategy in the U.S. that are designed to raise sales and give it a competitive advantage over its arch rival Labatt’s. These strategies include product packaging and des
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