Molson Canadian is one of Canada's largest beer producers with a market share of around 45% in 2000 that has declined to 52% in 1989. The Canadian beer industry is worth $5-6 billion annually concentrated in Ontario, Quebec, and British Columbia which account for 60% of sales. Competition has increased with imported beer sales rising from 2.5% in 1993 to 6.8% in 1999 and the presence of microbreweries and brewpubs. Molson's strategy is to focus on its existing markets while expanding its brand internationally and positioning itself as a global brewer.

1. Molson Canadian Group 4 Laura Belhumeur Iris Hsiao June 13, 2007

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