It’s all due to the global economic crisis

Even though Molson’s business is largely concentrated in the mature markets of Canada, Britain and the United States, Coors Light is currently sold in 43 Chinese cities.

The venture with Hebei Si’hai Beer Co will ensure the supply and quality of beer for Coors Light, as well as improve profit margins by eliminating contract brewing fees, CEO Peter Swinburn said. The direct control will also give the company more freedom to innovate.

Mr Swinburn said that Molson Coors does not want to lose focus on increasing sales of Coors Light in China, but he added that the venture makes it easier to launch additional brands.

"We don’t see any reason why over the next 18 months to three years we can’t be bringing other products into the system that we already have and obviously that will help it become more viable as well," Mr Swinburn said.

He said the brands Blue Moon and Carling could be possible candidates.