External InfluencesMolson Coors Brewing Company, better known as Molson Coors and formerly called Adolph Coors, is the fifth largest brewer in the world. It is a majority company in the manufacturing, marketing and sale of beverages through its subsidiaries Coors Brewing Company and Coors Brewed Company. The company operates in the United States, Canada and Europe. Its headquarters is located in Golden, Colorado and employs more than 8,400 people. Last year, the company had revenue of approximately $4,305.8 million, with an increase of 7.6% from 2003. In February 2005, Adolph Coors merged with the company Molson, thus modifying its organization. name of Molson Coors. The brands that Molson Coors primarily sells in the Americas are Coors Light, Coors, Coors Alcohol Free, Extra Gold, Zima XXX, Aspen Edge, George Killian's Irish Red Layer, Keystone, Keystone Light, keystone Ic, Blue Moon Belgian White Ale and Mexicali . The company's operations are divided into two segments, based on geography: the Americas and Europe. The Americas segment includes a small amount of the Coors brand and achieves good sales volumes outside the United States, in countries such as Japan, China, Mexico and the Caribbean. In the United States, your beer is typically distributed through a three-pronged system: manufacturers, distributors, and retailers. In Puerto Rico, Molson Coors markets and sells Coors Light through an independent distributor. The company is currently trying to expand its operations in Japan, China and Taiwan and reposition Coors Light in the United States. The company's net sales over the past two years, despite its growth, have been negatively affected by increased consumer interest in energy-efficient products. high-carbohydrate diets, flavored but non-alcoholic drinks, and competition between breweries and wine companies. It is also currently threatened by declining beer consumption and the demographic disadvantage of the aging majority of the world's population, which could affect the company's core products. The growing trend in society to realize the importance of beer. healthy eating and the tendency to try to maintain a good figure to maintain high self-esteem and be accepted in society as someone "beautiful" has affected beer sales.