un 13, 2006
Company Analysis of Coors Brewing Company
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Company Analysis of Coors Brewing Company
The brewing industry makes a drink known from the most ancient of times. Through advances in time and technology the brewing industry has changed essentially into one of the largest modern multinational industries that exist today. It was not until the early nineteen hundreds that the beer industry initialized through the creation of lager beers. The technological advances created at the same time were, "Mechanical refrigeration greatly aided in the production as well as the storage of beer. Pasteurization was also adopted during this period, which opened the way for wide-scale bottling and off-premise consumption of beer. In addition, developments in transportation allowed brewers to ship beer long distances in refrigerated rail cars, increasing both marketing volume and area" (Goldhammer, 1). The beer industry has remained generally stable in our economy since the prohibition era. A strong economy, diversity, and foreign trade rates are several factors that maintain the success and growth of such a mature product.
The brewing industry is part of the second largest industry in the nation. Beer has given the definition of alcohol seeing that, "The alcoholic beverages industry is a $95 billion dollar a year business in the United States?beer held a 57% market share against other alcohols" (www.activemediaguide.com). The industry requires a continuous update in knowledge of the history and current standings of the beer market, market trends, and competition that exist throughout.
The market perspective of the brewing industry is incredible. The wholesale v ...