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Molson Coors is moving away from beer, and Millennials are to blame.

Nov 01 2019

Molson Coors is moving away from beer, and Millennials are to blame. The company will be taking “Brewing” out of their name, and rebranding to Molson Coors Beverage Co. as they begin to focus on non-beer products. The brand explains that young drinkers’ focus on health, premium products, and moderation are the reasons behind the shift. YPulse’s research shows that the number of Millennials who say they like to drink beer dropped 12% between 2016 and 2018. Molson’s non-beer efforts include canned wine and hard coffee, as well as cannabis drinks, a category that continues to grow thanks to young consumers’ interest. (Vice)