Molson Coors Says Non-Alc And Spirits Portfolios “Ready To Scale”

After posting 4% net sales growth to $10.7 billion last year, Molson Coors is overhauling its commercial operations in the Americas. The new setup will encompass the full range of commercial operations in the U.S., Canada, and Latin America, including sales, marketing, innovation, and digital strategy, as well as the company’s non-alcohol and liquor portfolios.

Molson Coors has appointed Michelle St. Jacques, who has served CMO since 2019, as chief commercial officer. Stepping into the CMO role vacated by St. Jacques is Sofia Colucci, currently global vice president of marketing for Miller brands and economy. According to Molson Coors, the new initiative will “unite multiple teams and geographies around a single strategy, which is expected to drive clearer total portfolio and geographic prioritization and allow the company to scale new white spaces, brands, and capabilities more quickly.”

That includes “an opportunity for more commercial focus and support to Molson Coors’ non-alcohol and spirits portfolios, which are ready to scale after several years of successful growth.” Molson Coors has launched Five Trail Whiskey in the spirits segment and Roxie, a zero-proof canned mocktail, in the non-alc category, among other forays outside the core beer business. This year it’s slated to debut Topo Chico Spirited, a new range of RTD cocktails featuring vodka and Tequila bases, in its continuing partnership with the Coca-Cola brand.

“Getting into spirits is part of the evolution of this company,” vice president of next-generation beverages David Coors noted last fall. “We’re laying a foundation not for 2023, but for years and decades down the road. We’re excited to have Topo Chico Spirited play a leading role in that.”—Daniel Marsteller

Tagged : Five Trail Whiskey, Molson Coors, Topo Chico Spirited

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