Case- Examining the Molson acquision of Bavaria in Brazil

1. Executive Summary Molson is one of the 2 giant competitors on the monopolistic Canadian beer market. Due to shifts in the external environment (changing Canadian demographics, global trend towards consolidation, increase in microbrewery and imported beer consumption in Canada) and to internal pressures, the company decided to pursue a strategy of international expansion in 2000. Molson entered the Brazilian market in two stages. 1. by acquiring BAVARIA in 2000, for $98 million CAD 2. by acquiring KAISER in 2002, for $912 million CAD (…

…a Scottish or Irish super premium brand. For specialty: consider seriously the purchase of a micro-brewery portfolio of brands (or a complete micro-brewery operation). *<Tab/>Redefine Molson as a "beverage company", as opposed to a beer company. People are always going to drink, but not always the same amount of beer. Consider hybrid products (coolers, non-alcoholic beers), and evaluate the strategic feasibility of a complete alcoholic offering (including wine, liquors etc.)