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Molson Coors Is Flat—and I’m Not Just Talking About the Beer
Some say there’s nothing quite like a cold one after a long day—unless you’re holding shares of Molson Coors (NYSE: TAP). Then you’re probably cracking one open because of the long day… watching the stock bleed since spring 2025.
TAP stock is tanking, and unlike its seltzers, this plunge has zero bubbles.
Let’s pour it out and figure out why.
First, the Chart
Since peaking in early 2025, TAP has fizzled out faster than a half-drunk Coors Light in the sun. The stock is:
- Down ~25% from its highs
- Underperforming even other lagging consumer staples
- Failing to excite either value investors or beer snobs
So what happened? In short:
Molson Coors is getting squeezed from every side—taste, price, trend, and trust.
1. Gen Z Doesn’t Want Your Dad’s Beer
Molson Coors makes Coors Light, Miller Lite, and other “legacy lagers” that were the kings of fridge space in the 1980s and 1990s. But in 2025?
- Younger consumers are drinking less alcohol overall
- And when they do drink, they want craft, cocktails, or cannabis
- “Lite beer” has become boomer-coded
Even TAP’s best marketing can’t un-age its customer base.
2. Pricing Power? What Pricing Power?
In an inflation-heavy 2023–2024 environment, TAP raised prices like everyone else. But by 2025:
- Inflation slowed
- Retailers pushed back
- Consumers started trading down to store brands or gasp water
TAP is stuck in a weird middle ground:
Too expensive to be cheap. Too generic to be premium.
That’s a death sentence in today’s CPG market.
3. Cost Pressures Are Still Fermenting
While top-line demand is softening, TAP still faces:
- Sticky labor costs
- Rising aluminum and freight
- CapEx from facility modernization that hasn’t yet paid off
Margins? Getting flattened like a warm can in the backseat.
4. Brand Woes + Bad PR
In 2023 and 2024, TAP tried to capitalize on its competitor’s (Anheuser-Busch’s) controversies. But in 2025, TAP’s own brand risks came home to roost:
- Social media backlash around recent ad campaigns
- Misfires in flavored beverage innovation (RIP, “Happy Thursday” hard tea)
- Perception that it’s out of touch and trying too hard
In the words of one Gen Z Redditor:
“Coors Lite feels like a LinkedIn post trying to be a TikTok.”
5. The Dividend Isn’t Saving It
Yes, TAP pays a ~4% dividend.
But:
- Growth investors don’t care
- Income investors prefer more stable CPGs (like PG, KO, or HSY)
- And the risk of a dividend cut is beginning to spook the market
Dividend trap, anyone?
My Final Sip:
Molson Coors isn’t dead—but it’s definitely stale. The company needs to reinvent more than just its product line. It needs a brand, margin, and culture refresh to stay relevant in a market that’s already moved on.
Until then?
You might be better off just buying the beer.
Because TAP stock is flat—and not the good kind.
DISCLAIMER: This analysis of the aforementioned stock security is in no way to be construed, understood, or seen as formal, professional, or any other form of investment advice. We are simply expressing our opinions regarding a publicly traded entity.
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