External Influences Molson 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-owned company in the manufacturing, marketing and sales 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 recorded sales of approximately $4,305.8 million, an increase of 7.6%, compared to 2003. In February 2005, Adolph Coors merged with the Molson company, changing its name. name Molson Coors. The brands that Molson Coors sells primarily 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 Le The company's operations are divided into two segments, depending on geography: the Americas and Europe. The Americas segment includes a small portion of the Coors brand and sees good sales volumes outside the United States, in places like Japan, China, Mexico and the Caribbean. In the United States, beer is generally distributed through a three-pronged system of producers, distributors, and retailers. In Puerto Rico, Molson Coors markets and sells Coors Light through an independent distributor. The company is currently looking to expand its business into 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 impacted by consumers' growing interest in energy-efficient products. carbohydrate-based diets, flavored but non-alcoholic drinks, and competition between breweries and wineries. It is also currently threatened by declining beer consumption and the demographic disadvantage of the majority of the world's aging population, which could affect the company's flagship products. The growing trend in society, which is raising awareness by leaps and bounds about the importance of a healthy diet and the tendency to try to maintain a good figure in order to keep one's self-esteem high and be accepted in society as someone "good looking" have affected beer sales.