For instance, in the last two years, it has launched Molson Canadian Sublime, and Coors Light Iced T. I believe the brand's overseas appeal will continue to spike. After all, the company managed its massive increase in European sales despite that continent's weak economy, and despite the industry's declining shipments to Europe overall. According to The Star Business, the industry's European shipments have fallen because of poor weather and drinking changes, though specific numbers weren't released. I also expect the company to earn larger profit margins, as it focuses more on the above-premium market. For example, in June Molson Coors Brewing Company (NYSE:TAP) launched the Molson Canadian Cider, which the company says is made with freshly cut apples. Premium brand initiatives could continue to increase Molson Coors Brewing Company (NYSE:TAP)'s per-barrel revenue, and did so by 2.6% in the second quarter.