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The three power houses are Anheuser-Busch, which has captured 45% of the market share, Miller Brewing, which has tackled 23%, and Adolph Coors, which has the smallest market share at 10%. Currently, the United States beer industry is characterized by flat consumption trends and this is primarily due to greater alcohol awareness, slow population growth and an aging population. The rivalry among existing competitors in the beer industry is definitely strong. The demand for the product is decreasing, which makes it more competitive when trying to gain market share. Switching costs are also very low for consumers, and because of that competition is very intense to gain new market share...
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