Molson Coors is taking a proactive role in the beer industry by positioning itself as a category captain, which involves strategies that prioritize the entire beer category's growth. This was emphasized by CMO Michelle St. Jacques during the Consumer Analyst Group of New York Conference. With a significant market share of around 20%, they dominate category management in half of retail outlets. The company plans to enhance its market strategies focusing on CPG integration, partnerships with Gen Z, and tapping into the potential of convenience stores, where beer sales have recently increased substantially.
Molson Coors aims to lead the beer category by being category-first, focusing on growth through strategic partnerships and marketing, particularly targeting Gen Z and convenience stores.
According to CMO Michelle St. Jacques, ensuring category-first approaches benefits consumers, business, and customers, positioning Molson Coors at the forefront of growth amid competitive pressures.
Jeff Long highlighted that C-stores are pivotal for Molson Coors, revealing that beer dollar sales surged 23% in 2024, bolstered by a 27% increase in c-store visits.
Despite scrutiny over category management, Molson Coors intends to leverage its status to implement new strategies that aim at revitalizing the beer category and appealing to younger consumers.
Collection
[
|
...
]