After a recent earnings report the Chicago based Molson Coors company has done some number-crunching and axing of some of our favorite economy beers. Miller High Life Light, and Icehouse Edge join a total of 11 national and regional brands about to be retired.
According to the Molson Coors blog post, CEO Gavin Hattersley said, “Reshaping Molson Coors’ portfolio toward more premium products, such as hard seltzers, higher-end beers and energy drinks was a key goal of the company’s revitalization plan.”
“After an extensive analysis of our business, we are meaningfully streamlining and premiumizing our U.S. portfolio,” Hattersley stated. “This will improve supply chain flexibility for our more profitable priority brands, enhance our innovation efforts, enable us to better focus resources and ensure dependable and on-time shipments to our distributors.”
The Molson Coors Beverage Company, with headquarters in Chicago, has a huge presence in the Wisconsin area with two breweries and an office complex in Milwaukee and a brewery in Chippewa Falls. The company’s Miller branded products are served in nearly every corner of the state. Remember “The beer that made Milwaukee famous?”
Lost in this revitalizing, streamlining, premiumizing effort is the following list of beers:
- High Life Light
- Milwaukee’s Best Premium
- Henry Weinhard’s Private Reserve
- Keystone Ice
- Hamm’s Special Light
- Keylightful
- Icehouse Edge
- Magnum
- Mickey’s Ice
- Steel Reserve Triple Export
- Olde English HG 800
“So, the headline is simple,” Hattersley told investment analysts. “Premiumization is here to stay at Molson Coors. We’re going to invest bigger behind our fast-growing global hard seltzer portfolio. And we’re going to permanently streamline our smaller portfolio of legacy brands.”
RIP
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