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......Alliance or joint venture
One recent potentially lucrative joint venture for Altria is the announcement that SAB Miller and Molson Coors will combine their U.S. operations. The joint venture, now known as MillerCoors is designed to create cost savings in the U.S., where SAB is the second biggest brewer and Molson the third behind Anheuser Busch (Herman 2007). Thus, the SABMiller arm of Altria is also falling into line with the general acknowledgement for the need to cut costs in terms of business operations in the U.S. This is good news for Altria as well because it ensures that the product lines in which it still possesses an interest extend beyond the realm of tobacco are likely to cut costs and may improve their market showing in upcoming months. Given that beer is less expensive than many other alcoholic beverages, even during a recession it is more likely that people will consume beer than more expensive wine or spirits, and alcohol is more socially acceptable from a health standpoint than cigarette smoking in the U.S
What is the business logic and rationale behind Altria Groups corporate strategy?
Although the U.S. tobacco market is shrinking, Altria hopes that through cost management,

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