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USA: Research - US lager: margins, not volumes, are the key to success

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Q3 sales were down at Adolph Coors, but the brewer still manager to pull up profits by 13% thanks to reduced marketing costs and rising US prices. It looks like improving profit margins is the way forward in the US right now. Lager sales are expected to continue growing slowly for the next few years. From 24.4 billion liters in 2000, volume sales are only expected to reach 24.6 billion liters in 2004.


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