Altoids, the “curiously strong” peppermint, has evoked its British heritage since its introduction in the United States in 1918. The mint's original recipe dates back to the reign of King George III (r. 1760–

1820). Wrigley (now part of Mars) bought the brand for $1.46 billion in 2004. In the U.S. market, Altoids' market share had slumped from 24.3 percent in 2003 to 20.6 percent in November 2005. In late 2005, Wrigley announced plans to shut down the Altoids factory in Wales and shift production to Tennessee. Some observers worried that the move could be risky because a similar initiative damaged the image of the Löwenbräu beer brand in the 1970s. Wrigley disputed that this would also happen to Altoids. Do you agree? Is this a wise move? Why or why not?