And outside of its trendy Blue Moon brand, Molson Coors had also largely missed out on the one promising growth outlet for the North American market: upscale premium microbrews.

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The company's back-to-basics strategy has helped win back formerly disillusioned customers who had strayed after the company began introducing trendy lines without much regard for its 34-year-old core business of blue jeans and other simple clothing staples like khakis and cheap shirts.

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