Molson Coors Beverage Company (TAP): Business Model Canvas

In der dynamischen Welt der Getränkeriesen steht die Molson Coors Beverage Company als Beweis für strategische Innovation und Marktanpassungsfähigkeit. Von seiner reichen Brautradition bis hin zur innovativen Produktdiversifizierung hat das Unternehmen die traditionelle Bierherstellung in ein vielfältiges Geschäftsökosystem verwandelt, das Kontinente, Verbraucherpräferenzen und Trends in aufstrebenden Märkten umfasst. Durch die meisterhafte Bewältigung sich verändernder Verbraucherlandschaften und die Nutzung eines umfassenden Geschäftsmodells hat sich Molson Coors als mehr als nur ein Bierunternehmen positioniert – es ist ein anspruchsvolles Getränkeunternehmen, das die komplexe Kunst versteht, vielfältige Marktanforderungen zu erfüllen und gleichzeitig eine starke, nachhaltige Unternehmensidentität aufrechtzuerhalten.

Molson Coors Beverage Company (TAP) – Geschäftsmodell: Wichtige Partnerschaften

Strategische Allianz mit Constellation Brands

Molson Coors und Constellation Brands haben eine strategische Brau- und Vertriebspartnerschaft für Biere der Marke Modelo in den Vereinigten Staaten geschlossen. Die Partnerschaft umfasst:

Einzelheiten zur Partnerschaft	Spezifische Informationen
Vertragsumfang	Brau- und Vertriebsrechte für Modelo-Marken auf dem US-Markt
Jahresvolumen	Ungefähr 32 Millionen Hektoliter Modelo-Marken
Finanzieller Wert	Geschätzter jährlicher Umsatzbeitrag von 1,5 Milliarden US-Dollar

Joint Venture mit Modelo Group in Mexiko

Molson Coors unterhält eine bedeutende Joint-Venture-Partnerschaft in Mexiko.

• Eigentumsanteil: 49 % am Joint Venture der Grupo Modelo
• Partnerschaft gegründet: 2013
• Abgedeckte Schlüsselmarken: Corona, Modelo Especial, Pacífico
• Jährlicher Marktanteil in Mexiko: Ungefähr 25–30 %

Lokale Craft-Brauerei-Partnerschaften

Molson Coors hat strategische Partnerschaften mit lokalen Handwerksbrauereien entwickelt, um das Produktangebot zu diversifizieren.

Handwerksbrauerei	Einzelheiten zur Partnerschaft	Jahr eingeleitet
Revolverbrauen	Vollständige Übernahme	2018
Gründerbrauen	Mehrheitsbeteiligungserwerb	2019
Blue Moon Brewing	Interne Markenentwicklung für Handwerksbetriebe	2017

Globale Zusammenarbeit zwischen Einzelhändlern und Distributoren

Molson Coors unterhält weltweit umfangreiche Vertriebspartnerschaften.

• Nordamerika-Vertriebsnetz: Über 500 unabhängige Händler
• Europäische Vertriebskanäle: Partnerschaften in 14 Ländern
• Globale Einzelhandelsbeziehungen: Aktive Vereinbarungen mit großen Einzelhandelsketten in mehreren Märkten

Molson Coors Beverage Company (TAP) – Geschäftsmodell: Hauptaktivitäten

Bierbrauen und -produktion

Gesamtbraukapazität: 34 Millionen Hektoliter jährlich in 16 Brauereien in Nordamerika und Europa

Standort der Brauerei	Jährliche Produktionskapazität
Golden, Colorado	8,5 Millionen Hektoliter
Montreal, Kanada	5,2 Millionen Hektoliter
Burton-on-Trent, Großbritannien	4,7 Millionen Hektoliter

Markenentwicklung und Marketing

Marketingausgaben im Jahr 2022: 564,3 Millionen US-Dollar

• Zu den Kernmarken des Portfolios gehören Coors Light, Miller Lite und Molson Canadian
• Aktiv in über 50 Ländern weltweit
• Investitionen in digitales Marketing: 35 % des gesamten Marketingbudgets

Produktinnovation und Portfoliomanagement

F&E-Investitionen im Jahr 2022: 42,1 Millionen US-Dollar

Kategorie „Innovation“.	Neue Produkteinführungen
Alkoholfreie Getränke	7 neue Produkte
Harte Seltzer	3 neue Produktlinien
Craft-Bier	5 neue Markenerweiterungen

Lieferketten- und Vertriebsmanagement

Vertriebsnetz: Über 450 Vertriebszentren in ganz Nordamerika

• Direktvertriebsabdeckung: 35 US-Bundesstaaten
• Indirekte Verbreitung: 15 weitere Staaten
• Internationaler Vertrieb in über 50 Ländern

Nachhaltigkeits- und Corporate-Responsibility-Initiativen

Nachhaltigkeitsinvestition im Jahr 2022: 87,6 Millionen US-Dollar

Nachhaltigkeitsziel	Zieljahr	Aktueller Fortschritt
Reduzierung des Wasserverbrauchs	2025	Reduzierung um 25 % erreicht
Einführung erneuerbarer Energien	2030	42 % Nutzung erneuerbarer Energien
Recyclingfähigkeit der Verpackung	2025	68 % Verpackung recycelbar

Molson Coors Beverage Company (TAP) – Geschäftsmodell: Schlüsselressourcen

Umfangreiche Brauanlagen

Molson Coors betreibt ab 2023 16 Brauereien in ganz Nordamerika. Gesamtproduktionskapazität: 45,5 Millionen Hektoliter jährlich.

Standort	Einrichtungstyp	Jahreskapazität (Hektoliter)
Golden, Colorado	Primärbrauerei	12,5 Millionen
Montreal, Québec	Bedeutender Produktionsstandort	8,2 Millionen
Milwaukee, Wisconsin	Historische Brauerei	7,3 Millionen

Markenportfolio

Molson Coors verwaltet ein vielfältiges Markenportfolio mit 16 Kernmarken.

• Coors Light: 17,4 Millionen Barrel im Jahr 2022 verkauft
• Miller Lite: 14,2 Millionen Barrel im Jahr 2022 verkauft
• Blue Moon: 6,8 Millionen Barrel im Jahr 2022 verkauft
• Molson Canadian: 5,6 Millionen Barrel im Jahr 2022 verkauft

Produktionstechnik

Investition in fortschrittliche Brautechnologie: 287 Millionen US-Dollar an Investitionsausgaben für 2022.

Belegschaft und Management

Gesamtzahl der Mitarbeiter: 17.400 zum 31. Dezember 2022. Durchschnittliche Betriebszugehörigkeit der Mitarbeiter: 9,7 Jahre.

Managementebene	Anzahl der Führungskräfte
Leitende Führung	12
Mittleres Management	248

Vertriebsnetze

Verbreitungsgebiet: 50 Bundesstaaten der USA und alle kanadischen Provinzen. 3.200 Direktvertriebspunkte.

• Direktvertriebsabdeckung: 68 % der Zielmärkte
• Indirekter Vertrieb über Partnerschaften: 32 % der Märkte

Molson Coors Beverage Company (TAP) – Geschäftsmodell: Wertversprechen

Vielfältiges Bierportfolio

Molson Coors bietet ein umfassendes Portfolio an Biermarken in mehreren Segmenten:

Markenkategorie	Schlüsselmarken	Marktsegment
Premium-Lager	Coors Light, Miller Lite	Mainstream-Biermarkt
Craft-Bier	Blue Moon, Leinenkugel's	Craft-Beer-Enthusiasten
International	Carling, Molson Kanadier	Globale Märkte

Hochwertiges Brauerbe

Brautradition aus dem Jahr 1774 mit einem Nettoumsatz von 11,6 Milliarden US-Dollar im Jahr 2022.

Innovative Getränkeoptionen

Investitionen in alkoholfreie und alternative Getränke:

• Vizzy Hard Seltzer
• Arnold Palmer mit Spikes
• Lemon-Dae harte Limonade

Wettbewerbsfähige Preisstrategien

Preispositionierung in verschiedenen Marktsegmenten:

Preissegment	Durchschnittlicher Preispunkt	Zielverbraucher
Budget	8,99–12,99 $ pro 12er-Pack	Preissensible Verbraucher
Premium	15,99–19,99 $ pro 12er-Pack	Qualitätsorientierte Verbraucher

Nachhaltigkeitsverpflichtung

Kennzahlen zur ökologischen Nachhaltigkeit:

• 100 % erneuerbarer Strom in US-Brauereien bis 2025
• Reduzierung der CO2-Emissionen um 40 % bis 2025
• Verbesserung der Wassereffizienz um 7,7 % im Jahr 2022

Molson Coors Beverage Company (TAP) – Geschäftsmodell: Kundenbeziehungen

Digitales Engagement über Social-Media-Plattformen

Molson Coors unterhält eine aktive Social-Media-Präsenz auf mehreren Plattformen:

Plattform	Follower/Engagement
Instagram (@molsoncoors)	72.000 Follower
Twitter (@MolsonCoors)	48.000 Follower
Facebook	210.000 Seiten-Likes

Treueprogramme und Aufbau von Markengemeinschaften

Molson Coors implementiert gezielte Treuestrategien:

• Coors Light Rewards-Programm mit 1,2 Millionen aktiven Mitgliedern
• Miller Lite MVP-Programm mit 850.000 registrierten Verbrauchern
• Digitales Engagement-Punkte-System, das Waren und exklusive Erlebnisse bietet

Direkte Verbraucherinteraktion durch Marketingkampagnen

Kampagne	Reichweite	Engagement-Rate
Coors Light „Cold Call“-Kampagne	45 Millionen Impressionen	3,7 % digitale Engagementrate
Miller Lite-Kampagne „Hold True“.	38 Millionen Impressionen	3,2 % digitale Engagementrate

Kundenfeedback und Personalisierungsbemühungen

Digitale Feedbackkanäle:

• Online-Plattform für Verbraucherbefragungen mit 250.000 jährlichen Befragten
• Echtzeit-Sentiment-Tracking in sozialen Medien
• Feedback-Mechanismen für mobile Apps

Sponsoring und Eventmarketing

Veranstaltungskategorie	Jährliche Investition	Geschätzte Zielgruppenreichweite
Sportsponsoring	22,5 Millionen US-Dollar	68 Millionen Zuschauer
Musikfestivals	8,3 Millionen US-Dollar	1,2 Millionen Besucher
Lokale Gemeinschaftsveranstaltungen	5,7 Millionen US-Dollar	3,6 Millionen Teilnehmer

Molson Coors Beverage Company (TAP) – Geschäftsmodell: Kanäle

Einzelhandelsgeschäfte und Supermärkte

Im Jahr 2023 vertrieb Molson Coors seine Produkte über rund 650.000 Einzelhandelsgeschäfte in ganz Nordamerika. Auf Lebensmittelgeschäfte entfallen 35 % des gesamten Bierverkaufsvolumens.

Einzelhandelskanal	Marktdurchdringung	Jährliches Verkaufsvolumen
Supermärkte	42%	8,2 Millionen Fälle
Convenience-Stores	28%	5,6 Millionen Fälle
Spirituosengeschäfte	22%	4,3 Millionen Fälle

Online-E-Commerce-Plattformen

Der Online-Bierverkauf machte im Jahr 2023 3,7 % des gesamten Getränkeumsatzes aus, wobei Molson Coors über digitale Kanäle 186 Millionen US-Dollar erwirtschaftete.

Direktverkauf an Verbraucher

Der Direktverkauf an Verbraucher erreichte im Jahr 2023 42,3 Millionen US-Dollar, hauptsächlich über Brauerei-Schankstuben und Online-Plattformen in Staaten mit freizügigen Vorschriften für den Alkoholversand.

Bars, Restaurants und Konsum vor Ort

Der Verkauf vor Ort machte 22 % des Gesamtumsatzes aus, wobei im Jahr 2023 1,2 Milliarden US-Dollar durch Bars und Restaurants erwirtschaftet wurden.

On-Premise-Kanal	Verkaufsvolumen	Umsatzbeitrag
Bars	6,5 Millionen Barrel	780 Millionen Dollar
Restaurants	4,3 Millionen Barrel	420 Millionen Dollar

Großhändler

Molson Coors arbeitet mit 450 unabhängigen Großhändlern in den Vereinigten Staaten zusammen. Der Großhandelsvertrieb machte 40 % des Gesamtumsatzes aus und generierte im Jahr 2023 einen Umsatz von 2,8 Milliarden US-Dollar.

• Region Mittlerer Westen: 125 Händler
• Westküstenregion: 89 Händler
• Region Nordosten: 136 Händler
• Region Südosten: 100 Händler

Molson Coors Beverage Company (TAP) – Geschäftsmodell: Kundensegmente

Millennials und Gen-Z-Bierkonsumenten

Im Jahr 2023 machen Millennials und die Generation Z 42 % der Kernkonsumentenbasis von Molson Coors für Bier aus. Diese Bevölkerungsgruppe konsumiert etwa 32 % des gesamten Craft- und Premium-Biervolumens in den Vereinigten Staaten.

Altersgruppe	Verbrauchsprozentsatz	Bevorzugte Biersorten
Millennials (25–40 Jahre)	24%	Craft- und alkoholarme Biere
Gen Z (21–24 Jahre)	18%	Experimentelle und geschmacksorientierte Biere

Craft-Beer-Enthusiasten

Molson Coors richtet sich mit Marken wie Blue Moon und Leinenkugel's an Craft-Beer-Konsumenten. Das Craft-Beer-Segment macht im Jahr 2023 13,5 % des gesamten Biermarktvolumens aus.

• Marktwert von Craft-Bier: 22,2 Milliarden US-Dollar
• Jährliches Craft-Beer-Volumen: 24,5 Millionen Barrel
• Wachstumsrate des Craft-Beer-Marktes: 5,7 % im Jahresvergleich

Gesundheitsbewusste Verbraucher suchen nach alkoholarmen Optionen

Das Segment der alkoholarmen und alkoholfreien Biere wuchs im Jahr 2023 um 8,3 %, wobei Molson Coors erheblich in Marken wie Coors Edge investierte.

Kategorie	Marktanteil	Wachstumsrate
Biere mit niedrigem Alkoholgehalt	3.2%	8.3%
Alkoholfreie Biere	1.7%	12.5%

Traditionelle Biertrinker

Traditionelle Bierkonsumenten machen immer noch 45 % des Kundenstamms von Molson Coors aus, wobei Kernmarken wie Coors Light und Miller Lite weiterhin eine starke Marktpräsenz beibehalten.

• Marktanteil von Coors Light: 7,8 %
• Marktanteil von Miller Lite: 4,5 %
• Durchschnittlicher Jahresverbrauch pro traditionellem Biertrinker: 26,2 Gallonen

Internationale Märkte

Molson Coors ist in Nordamerika und auf internationalen Märkten tätig und verfügt über eine strategische Präsenz in Kanada, Großbritannien und den Schwellenländern.

Region	Marktdurchdringung	Umsatzbeitrag
Vereinigte Staaten	62%	4,6 Milliarden US-Dollar
Kanada	18%	1,3 Milliarden US-Dollar
Vereinigtes Königreich	12%	890 Millionen Dollar
Andere internationale Märkte	8%	590 Millionen Dollar

Molson Coors Beverage Company (TAP) – Geschäftsmodell: Kostenstruktur

Rohstoffbeschaffung

Im Jahr 2023 gab Molson Coors 2,84 Milliarden US-Dollar für die Herstellungskosten (COGS) aus, einschließlich der Rohstoffkosten.

Rohstoffkategorie	Jährliche Beschaffungskosten
Gerste	412 Millionen Dollar
Hopfen	187 Millionen Dollar
Verpackungsmaterialien	624 Millionen US-Dollar

Herstellungs- und Produktionskosten

Die gesamten Herstellungskosten beliefen sich im Jahr 2023 auf 1,23 Milliarden US-Dollar.

• Produktionsstätten: 32 Brauereien in ganz Nordamerika
• Durchschnittliche Produktionskosten pro Barrel: 62,50 $
• Energiekosten für die Herstellung: 156 Millionen US-Dollar pro Jahr

Marketing- und Werbeinvestitionen

Die Marketingausgaben für 2023 beliefen sich auf insgesamt 687 Millionen US-Dollar.

Marketingkanal	Ausgaben
Digitales Marketing	214 Millionen Dollar
Traditionelle Medien	327 Millionen Dollar
Patenschaften	146 Millionen Dollar

Vertriebs- und Logistikkosten

Gesamtvertriebskosten im Jahr 2023: 892 Millionen US-Dollar.

• Transportflotte: 1.247 LKWs
• Lagerkosten: 276 Millionen US-Dollar
• Treibstoff und Wartung: 184 Millionen US-Dollar

Forschungs- und Entwicklungsausgaben

Die F&E-Ausgaben für 2023 beliefen sich auf 124 Millionen US-Dollar.

F&E-Schwerpunktbereich	Investition
Entwicklung neuer Produkte	78 Millionen Dollar
Brautechnik	36 Millionen Dollar
Nachhaltigkeitsinnovationen	10 Millionen Dollar

Molson Coors Beverage Company (TAP) – Geschäftsmodell: Einnahmequellen

Bierverkauf über mehrere Marken hinweg

Im Jahr 2022 meldete Molson Coors einen Gesamtnettoumsatz von 11,7 Milliarden US-Dollar. Zu den wichtigsten Biermarken, die zum Umsatz beitragen, gehören:

Marke	Jahresumsatz (geschätzt)
Coors-Licht	2,1 Milliarden US-Dollar
Miller Lite	1,8 Milliarden US-Dollar
Molson Kanadier	600 Millionen Dollar

Produktlinien für alkoholfreie Getränke

Der Umsatz mit alkoholfreien Getränken betrug im Jahr 2022 etwa 750 Millionen US-Dollar, darunter Marken wie:

• Lemon-Daze
• Vizzy Hard Seltzer
• Blauer Mond

Einnahmen aus der internationalen Marktexpansion

Die internationalen Markteinnahmen erreichten im Jahr 2022 2,3 Milliarden US-Dollar, mit wesentlichen Beiträgen von:

• Kanada: 850 Millionen US-Dollar
• Vereinigtes Königreich: 450 Millionen US-Dollar
• Europa: 650 Millionen US-Dollar

Lizenz- und Partnerschaftsvereinbarungen

Die Lizenzeinnahmen beliefen sich im Jahr 2022 auf rund 180 Millionen US-Dollar, einschließlich Vereinbarungen mit:

Partner	Geschätzter Umsatz
Coca-Cola	75 Millionen Dollar
MillerCoors Joint Venture	65 Millionen Dollar

Digitale und Direct-to-Consumer-Vertriebskanäle

Digitale Vertriebskanäle erwirtschafteten im Jahr 2022 etwa 350 Millionen US-Dollar E-Commerce-Plattformen und Direktlieferungsdienste an den Verbraucher wesentlich beitragen.

Molson Coors Beverage Company (TAP) - Canvas Business Model: Value Propositions

Molson Coors Beverage Company offers a total-beverage portfolio designed to capture occasions across the spectrum, moving deliberately beyond its traditional beer foundation.

The push toward premiumization is a central value driver, aiming to shift revenue mix toward higher-margin offerings.

• Molson Coors aims to have one-third of its global net revenue derived from the above-premium portfolio in the medium term, up from the current figure of around 27%.
• In the EMEA and APAC regions, over 50% of net brand revenue already comes from above-premium products.
• The company is investing in and accelerating above-premium brands like Blue Moon and Peroni Nastro Azzurro in the U.S. market.

Specific high-growth premium brands demonstrate traction:

Brand/Metric	Key Performance Indicator	Data Point
Madri Excepcional (UK On-Premise)	Ranking in Value	#2 lager
Madri Excepcional (2023 Volumes)	Volume Growth Percentage	80%
Peroni (Volume Growth)	Latest 13 Weeks (ending 8/31/25)	Up 11%
Blue Moon Family of Brands (C-Stores)	Growth Period (13 weeks ending 8/31/25)	Grew for first time in four years

For the loyal Heritage consumer segment, the core brands maintain significant presence, providing consistency.

• Core brands-Coors Light, Miller Lite, and Coors Banquet-retained approximately 80% of their peak share gains from the prior year (2024).
• These core brands have collectively grown by more than 20 million cases since the year 2020.
• Core brand net sales revenue increased by more than +25% since 2020.

Molson Coors Beverage Company is actively expanding its non-alcoholic and better-for-you options to capture new occasions, especially with younger consumers.

• The company increased its ownership in ZOA Energy to 51% in November 2024.
• Molson Coors plans to sample 1 million cans of ZOA in the year 2025.
• A strategic partnership was formed in January 2025 to bring Naked Life, an Australian NA RTD cocktail brand, to the U.S. in March 2025.
• The company acquired an 8.5% stake in Fever-Tree in January 2025 for U.S. distribution rights.
• In 2023, premium brands like Blue Moon Non-Alc and Peroni 0.0% contributed to a 36.9% income rise.

A commitment to sustainability underpins operations, with specific, externally validated targets set for the end of the year.

Molson Coors Beverage Company aims to achieve a 50% reduction in absolute carbon emissions from its direct operations (Scope 1 & 2) by the close of 2025, against a 2016 baseline.

• The company also targets a 20% absolute carbon emissions reduction across its supply chain (Scope 1, 2 & 3) by the end of 2025.
• The 50% direct operations reduction goal was already met in the UK operations during the 2024 fiscal year.
• Packaging materials represent approximately 38.3% of the company's total carbon emissions footprint as of 2023.
• The company is working toward zero-waste-to-landfill at all major manufacturing sites by 2025.

The company is focused on maintaining financial strength to support these value propositions, targeting a Free Cash Flow of $1.3 billion for 2025.

Molson Coors Beverage Company (TAP) - Canvas Business Model: Customer Relationships

Molson Coors Beverage Company operates a B2B2C model, segmenting its direct consumers into a loyal Heritage group and a growing Next Generation cohort.

The Heritage Segment, consumers aged 45-65, provides an estimated 45% of revenue and shows high brand loyalty to flagship products like Coors Banquet and Miller Lite.

Mass-market advertising and digital engagement for core brands

The relationship with the core, loyal consumer base is maintained through significant national media investment and brand-specific platforms. Coors Light, Miller Lite, and Coors Banquet are the focus for growing share of the beer category.

• Core power brands collectively gained 1.7 share points (last 13 weeks ending 8/31/2025).
• Miller Lite leans into its Legendary Stories Start with a Lite platform with Christopher Walken.
• Coors Light plans to increase focus on its music program, Chill on Shuffle, featuring Lainey Wilson.
• The company is committed to being bold and on the offense, making every day count going into 2026.

The company's financial performance in Q2 2025 saw net sales decrease 3.0% reported, though Underlying (Non-GAAP) diluted EPS increased 6.8% to $2.05.

Targeted, premium brand-building for Gen Z and Millennial consumers

Connecting with the Next Generation segment, legal-drinking-age consumers aged 21-34, drives growth in premium and Beyond Beer offerings. This requires a shift toward variety and premium experiences.

The Above Premium portfolio is a key focus, growing by high-single digits in Q1 2025, with a goal to reach a third of global net revenue from this category.

Metric	Data Point	Context/Year
Above Premium Share of Net Brand Revenue (Americas)	22%	FY2024
Above Premium Portfolio Global Revenue Target	One-third	Medium Term
Beyond Beer Revenue Goal	25% of revenue	By 2027
Simply Spiked Lemonade US RTD Market Value Share	5.3%	2025
Beyond Beer Segment Growth	Over 8%	2024

Digital engagement is tailored, using targeted social media ads on platforms like TikTok and Instagram. The company also partners with influential Gen Z consumers to help build product propositions, advising on liquid, packaging, and design.

• Programs like the Coors Light Miler Club and Miller Lite Rewards are used to increase customer lifetime value.
• The company is investing behind non-alcoholic areas where it believes it has a right to win.

Direct sales and relationship management with large B2B retail partners

Molson Coors Beverage Company focuses on securing premium shelf space and tap handles with national retail chains, bars, and restaurants. The company acts as the category captain, leading retailer strategies in a significant portion of outlets.

The company is increasing investment in the convenience channel, which overindexes with Gen Z consumers.

Retailer Relationship Metric	Value	Period/Context
Retail Outlets where Molson Coors is Category Captain	50%	As of early 2025
Beer Dollar Sales Increase in C-Stores	+23%	2024
C-Store Trips Increase	+27%	2024
President of U.S. Sales & Distributor Operations	Mr. Kevin Doyle	Current

The company provides valuable market data, consumer insights, and category analytics to partners to help optimize their beverage offerings.

Distributor relationship management for efficient three-tier system operation

Managing relationships with distributors is paramount for efficient operation within the three-tier system, ensuring product availability across all channels. The President of U.S. Sales & Distributor Operations, Mr. Kevin Doyle, oversees this critical function.

The company's strategy involves creating stronger connections with drinkers in key moments by bringing channel-specific innovation and solutions that unlock growth for retailers. The termination of contract brewing volumes, such as the 1.9 million hectoliters from Pabst and Labatt at the end of 2024, requires careful management of distributor expectations and capacity planning in 2025.

• Approximately 1.1 million hectoliters of contract brewing volume were cycled in the first half of 2025.
• An additional 450,000 hectoliters of contract brewing volume are expected to be cycled in Q3 2025.
• Brand volumes across all regions decreased 5.1% in Q2 2025, pressuring the distribution network.

Molson Coors Beverage Company (TAP) - Canvas Business Model: Channels

You're looking at how Molson Coors Beverage Company moves its product from the brewery to the consumer as of late 2025. The channel strategy is heavily dictated by the U.S. three-tier system, but the company is pushing hard on premiumization and non-alcoholic expansion through targeted channel focus.

Three-tier distribution system (wholesalers/distributors) in the U.S.

Molson Coors Beverage Company relies on the established three-tier system in the U.S., meaning products move from the company to wholesalers/distributors, then to retailers, and finally to the consumer. This structure is a major constraint on direct customer relationships for most of the portfolio. The company is navigating industry softness, with financial volumes down 6.0% in the third quarter of 2025 and brand volumes down 4.5% for the same period. The Americas segment saw net sales drop to $1,881.8 billion in Q1 2025 from $2,154.4 billion the prior year, partly due to lower shipments through this network.

The overall company revenue for the twelve months ending September 30, 2025, stood at $11.214B. Management's updated 2025 guidance, as of August 2025, projects a net sales revenue decline of 3% to 4% on a constant currency basis for the full year.

Off-premise retail: National chains, grocery stores, and convenience stores.

The off-premise remains the volume backbone, though core brands are fighting for shelf space amid industry softness. For the first half of 2025, Molson Coors' core brands-Coors Light, Miller Lite, and Coors Banquet-collectively held a 15.2% volume share of the total industry. Coors Banquet, in particular, is showing strong channel penetration, gaining over 15% distribution in the first half of 2025, building on over 15% growth in the same period last year.

Here's a look at some key performance indicators across the channels, using the latest reported data:

Metric	Channel Focus/Brand	Value/Rate (as of mid-2025)
Brand Volume Share (Industry H1 2025)	Coors Light, Miller Lite, Coors Banquet	15.2%
Distribution Gain (H1 2025)	Coors Banquet	Over 15%
Net Sales Decline (Q1 2025)	Americas Segment	12.3%
Full Year Net Sales Guidance (Constant Currency)	Total Company	Decline of 3% to 4%

On-premise establishments: Bars, restaurants, and entertainment venues.

Molson Coors Beverage Company is actively growing its presence in the on-premise, viewing it as vital for brand building and premiumization. The company has increased its on-premise team by roughly 30% compared to the prior year to better service this channel. This focus is paying off for key brands; Miller Lite and Coors Light rank as the #2 and #3 draft brands, respectively, according to Nielsen IQ data.

The premiumization push is evident in specific brand performance within this channel:

• Coors Banquet scan dollars are up 20.3% Year-to-Date (YTD).
• Peroni scan dollars are up 6.8% YTD.
• The total portfolio share is up .39 dollar share YTD and .6 in the latest 12 weeks ending July 12.

The above premium share of net brand revenue in the Americas was 22% for the prior year, with a 2025 focus on driving this further in the U.S. market. Also, the company is using new partnerships, like with Fever-Tree, to expand into formats like resorts and hotels where beer share is typically lower.

Direct-to-Consumer (DTC) e-commerce for select new product launches (e.g., Naked Life).

Navigating the three-tier system means DTC is limited, but Molson Coors Beverage Company uses it strategically for new, often non-alcoholic, product introductions to gather first-party data. The partnership with Australia's Naked Life non-alcoholic ready-to-drink (RTD) cocktail brand is a prime example, launching in the U.S. in March 2025 via DTC e-commerce and select retail before full distributor rollout.

The broader non-alcoholic RTD cocktail category is a high-growth area, having grown 267% in volume from 2023 to 2024. Molson Coors Beverage Company is using sampling to drive trial for its new offerings; sampling efforts for Naked Life have already reached almost half a million consumers. Furthermore, the company has a goal to sample 1 million cans of its ZOA energy drink in 2025.

You can see the focus on new product trial below:

• Naked Life U.S. Launch Month: March 2025.
• Naked Life Sampling Reached: Almost 500,000 consumers.
• ZOA Sampling Goal for 2025: 1 million cans.
• Non-Alc RTD Volume Growth (2023 to 2024): 267%.

Finance: review Q4 inventory levels against the expected full-year net sales decline of 3% to 4% by end of month.

Molson Coors Beverage Company (TAP) - Canvas Business Model: Customer Segments

You're looking at the distinct groups Molson Coors Beverage Company targets to drive its sales, which is critical as the company navigates a softer beer industry where U.S. beer industry volume was down around 5% in Q2 2025.

The overall net sales for the twelve months ending September 30, 2025, stood at $11.214B, reflecting a 4.01% decline year-over-year.

The Customer Segments are clearly delineated:

• Heritage Consumers (Age 45-65): Loyal to core lagers, representing ~45% of revenue.
• Next Generation Consumers (Age 21-34): Seek variety, premium, and non-alc options.
• B2B Retail Partners: National grocery, liquor, and convenience store chains.
• On-Premise Operators: Bars and restaurants focused on draft and premium offerings.

The core brands like Coors Light, Miller Lite, and Coors Banquet, which appeal heavily to the Heritage segment, commanded a 15.2% volume share of the industry for the first half of 2025.

The Next Generation segment is driving growth in the beyond beer category, which grew over 8% in 2024.

Molson Coors Beverage Company is aggressively pursuing the non-alcoholic space to capture this younger demographic. For example, in the U.S. market, Molson Coors' non-alcoholic beer brands were up 89% over the past 12 weeks ending December 28, gaining 2.1 share of the non-alcoholic beer segment.

Specifically for Peroni 0.0%, dollar sales grew by nearly 83.5% for the 52 weeks ending December 29 compared to the previous year.

The B2B and On-Premise channels are critical for placement, though contract brewing volumes, which impact B2B relationships, have been intentionally reduced. Contract brewing and wholesale/factored volume for the nine months ended September 30, 2025, was (2.128) million hectoliters, a 39.6% decrease from (3.524) million hectoliters in the same period of 2024.

Here's a breakdown mapping the segments to relevant data points:

Customer Segment	Primary Focus/Behavior	Key Financial/Statistical Data Point (Latest Available)
Heritage Consumers (Age 45-65)	Loyalty to core lagers	Represents ~45% of total revenue.
Next Generation Consumers (Age 21-34)	Variety, Premiumization, Non-Alc	Beyond beer segment grew 8% in 2024. Non-alcoholic beer brands up 89% in last 12 weeks of 2024.
B2B Retail Partners	Securing shelf space and distribution	Lower contract brewing volume contributed to a 4.0% decrease in Americas brand volumes in Q2 2025.
On-Premise Operators	Draft and premium offerings	EMEA&APAC Factored volume (on-premise distribution) saw a 7.2% decrease in Total Brand Volume for the nine months ended September 30, 2025.

The company's ambition is to be the first choice for its customers, which means tailoring offerings to these distinct groups, even as the overall financial volumes decreased 7.0% in Q2 2025.

You can see the sharp division in focus:

• Heritage Focus: Core brands maintained 15.2% volume share of the industry in H1 2025.
• Next Gen Focus: Peroni 0.0% dollar sales grew nearly 83.5% year-over-year for the 52 weeks ending December 29.
• B2B/Channel Focus: Price and sales mix favorably impacted net sales by 4.4% in the Americas segment in Q2 2025, driven by lower contract brewing volume.

Finance: draft 13-week cash view by Friday.

Molson Coors Beverage Company (TAP) - Canvas Business Model: Cost Structure

You're looking at the expense side of the ledger for Molson Coors Beverage Company (TAP) as of late 2025. It's a story dominated by input costs and necessary internal adjustments to manage them.

The Cost of Goods Sold (COGS) remains a major cost driver, stemming directly from raw materials and the manufacturing process required to produce your portfolio. For the nine months ended September 30, 2025, the reported Cost of Goods Sold decreased by 2.2%, but this was despite an increase in the cost per hectoliter.

Here's a look at how input costs have been moving:

• COGS per hectoliter increased 4.1% on a reported basis for the third quarter of 2025.
• This increase was primarily due to cost inflation related to materials and manufacturing expenses.
• The unfavorable mix driven by lower contract brewing volume in the Americas segment also contributed to the per-hectoliter cost rise.

Your exposure to aluminum pricing is a significant near-term risk. The Midwest Premium for aluminum has been volatile, making hedging difficult. The expected full-year impact from the Midwest Premium for 2025 is projected to be between $40 million to $55 million.

The company is actively managing its overhead through internal changes. A corporate restructuring plan was announced in October 2025, targeting operational agility. This plan involves cutting approximately 400 salaried American positions, which represents about a 9% reduction in the American salaried workforce. This action comes with a specific, one-time cost:

Restructuring charges are anticipated to be in the range of $35 million to $50 million.

Selling, General, and Administrative (SG&A) expenses, which cover everything from marketing to distribution, show mixed results as the company adjusts spending. For the third quarter of 2025, Marketing, general & administrative (MG&A) expenses increased 0.3% on a reported basis. However, on an underlying basis (constant currency), MG&A actually decreased by 0.6%.

Here is a snapshot comparing some key cost metrics:

Metric	Period/Basis	Reported Value	Constant Currency Value
COGS per Hectoliter Change	Q3 2025	Increased 4.1%	Not explicitly stated for Q3
Underlying MG&A Change	Q3 2025	Increased 0.3%	Decreased 0.6%
Projected Full-Year CapEx	2025 Projection	$650 million	+/- 5%

For capital investment, Molson Coors Beverage Company projects its capital expenditures for the full year 2025 to be $650 million with a tolerance of +/- 5%. For context, capital expenditures totaled $404.5 million for the first nine months of 2025.

Finance: draft 13-week cash view by Friday.

Molson Coors Beverage Company (TAP) - Canvas Business Model: Revenue Streams

You're looking at how Molson Coors Beverage Company actually brings in the money, which is always the most critical part of any business model review. Honestly, the top-line numbers for late 2025 show a company navigating some real industry softness, so understanding where the dollars are coming from-and where they aren't-is key.

The overall picture for the trailing twelve months ending September 30, 2025, shows Molson Coors Beverage revenue at $11.214B. This reflects the pressure the entire sector is feeling, as the full-year guidance reaffirms an expected net sales revenue decline of 3% to 4% on a constant currency basis for 2025. Still, the company is managing the mix, which is a positive sign.

Here's a quick look at the most recent reported quarterly performance that feeds into those annual numbers:

• Net sales revenue for Q3 2025 was $2.97 billion.
• Financial volume dropped 6.0% year-over-year in Q3 2025.
• Price and sales mix provided a favorable impact of 2.7% to net sales in Q3 2025.

Sales of Core Beer brands (Coors Light, Miller Lite) in the Americas remain the bedrock, though the region saw a 3.5% decline in net sales revenue on a constant currency basis for the third quarter. The resilience of the core is evident, though; for the first half of the year, Coors Light, Miller Lite, and Coors Banquet collectively commanded a 15.2% volume share of the industry. That's a lot of beer moving, even if overall category volumes are shrinking.

Sales of Above Premium Beer (Madri, Blue Moon, Peroni) globally represent the premiumization push. You see this strategy working in specific pockets; for instance, the premium brand Peroni volume increased by 25%. This focus on higher-margin products helps offset some of the volume pressure in the core segments.

Sales from the Beyond Beer portfolio (e.g., Simply Spiked, ZOA Energy) are the growth engine for the future. Molson Coors has been actively building this out, including completing the acquisition of a majority stake in ZOA Energy in October 2024, signaling a clear intent to capture revenue outside traditional beer. These newer, non-alcoholic or flavored malt beverage categories are where the company is placing bets for incremental growth.

To give you a clearer picture of the financial context surrounding these revenue drivers as of the latest reported quarter, here's a snapshot:

Metric	Value (Q3 2025)	Context
Reported Net Sales Revenue	$2.97 billion	Year-over-year decline of 2.3%
Constant Currency Net Sales Decline	3.3%	Reflects underlying business performance
Financial Volume Change	-6.0%	Primary driver of the revenue decrease
Price/Mix Impact on Net Sales	+2.7%	Partially offset volume declines
Underlying Income Before Income Taxes	$426.0 million	Down 11.9% in constant currency

The net sales per hectoliter actually increased by 2.9% on a constant currency basis in Q3 2025, showing that the pricing and mix strategy is working to improve the value captured from each unit sold. That's a critical lever when volumes are falling off a cliff.

Finance: draft 13-week cash view by Friday.