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Major Brewers Get Gov’t OK for Merger

Jun 5, 2008  •  Post A Comment

The Justice Department today gave its approval for brewers SABMiller and Molson Coors Brewing Co. to put their U.S. assets into a joint venture. Justice said the combination of two of the country’s largest TV advertisers will cut beer production costs and “is not likely to lessen competition substantially.”
The companies had been awaiting the approval for the deal to go forward.
Both companies are among the top 100 advertisers in the U.S., each spending about $370 million annually on their brands, and are especially strong in sports programming.
Anheuser-Busch, the biggest brewer, spends more than $800 million on advertising annually.

5 Comments

  1. Hopefully they won’t get rid of any of their existing beers or start making them to be all the same. So far, in the beer mergers that have taken place, the distinctiveness of the acquired brews is pretty much maintained. For example, Anheuser Busch now brews Rolling Rock and it still tastes like Rolling Rock, not Budweiser. That’s the way to go.

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