Molson Coors Drops ‘Economy’ Beers to Focus on Higher-end Brands

Molson Coors Beverage Co. is eliminating 11 “economy” brands and discontinuing about 100 SKUs (stock-keeping units) in an effort to streamline its U.S. portfolio and focus on higher-end brands in its lineup.
The eliminated brands are: Milwaukee’s Best Premium, Henry Weinhard’s Private Reserve, Keystone Ice, Hamm’s Special Light, Keylightful, Icehouse Edge, Magnum, Mickey’s Ice, High Life Light, Steel Reserve 211 and Olde English HG 8000.
The company says it’s working with distributors that will be impacted by the end of certain brands.
“Premiumization is here to stay at Molson Coors,” said Gavin Hattersley, chief executive of Molson Coors TAP, -0.24% on the company’s most recent second-quarter earnings call, according to a FactSet transcript.