This section describes the organizational history and current state of affairs of MillerCoors LLC. It will begin by describing the beginnings of the two companies that merged to create MillerCoors. This section will also discuss the company's culture, important leaders, product offerings and target markets. MillerCoors LLC, headquartered in Chicago, Illinois, is in the brewing industry and employs approximately 4,500 people between headquarters and nine breweries across the country. , two of whom also hold divisional positions. MillerCoors is a joint venture between SABMiller and Molson Coors who merged in 2008 to “increase market share, boost stagnant sales and improve profits by combining production, distribution and marketing operations” (Hoover's, 2011). Even though MillerCoors is a relatively new company, the company's roots date back to 1855. Frederick John Miller, founder of Miller Brewing Company, and Adolph Coors, founder of Coors Brewing Company, were both born in Germany and eventually managed to America. Miller immigrated to the United States in 1854 and in 1855 he moved to Milwaukee where he purchased the Plank Road Brewery to brew beer from ale yeast he had brought from Germany. In the 1880s, Miller began bottling its own beer and was one of the first breweries to pasteurize its beer. (MillerCoors LLC, 2011)Frederick Miller died in 1988, however, his family continued to operate the family business. Just four years later, Miller stopped fermenting and aging his beer in caves and began using mechanical refrigeration. In the early 1900s, Miller began mechanically filling, labeling and capping his own bottled beer, allowing customers to see the brand name on each bottle's label... in the middle of a paper. . on top of each other, providing room for growth at the expense of our common competitor, Bud Light” (Mullman, 2008). The CMO is referring to the fact that the two beers tend to have different markets and are generally preferred in different geographic areas of the country, which will allow both brands to compete individually against their other competitors, primarily Bud Light.ReferencesCNNMoney.com ( 2011). 2010 Fortune 500 Companies Most Admired in the World. Retrieved from http://http://money.cnn.com/magazines/fortune/mostadmired/2010/Hoover's. (February 8, 2011). MillerCoors LLC. Hoover Company Records - Quick Report. Retrieved from the LexisNexis academic database. MillerCoors LLC (2011). Who we are. Retrieved from http:// http://www.millercoors.comMullman, J. (2008). An ultimate light beer challenge for MillerCoors. Advertising Age, 79 (31), 8. Retrieved from EBSCOhost.