Molson Coors Beverage Company (TAP): Lienzo del Modelo de Negocio [Actualizado en Ene-2025]

En el mundo dinámico de los gigantes de las bebidas, Molson Coors Beverage Company es un testimonio de la innovación estratégica y la adaptabilidad del mercado. Desde su rica herencia de elaboración de cerveza hasta la diversificación de productos de vanguardia, la compañía ha transformado la fabricación tradicional de cerveza en un ecosistema comercial multifacético que abarca continentes, preferencias del consumidor y tendencias emergentes del mercado. Al navegar magistralmente de los cambiantes paisajes de los consumidores y aprovechar un modelo de negocio integral, Molson Coors se ha posicionado como algo más que una compañía cerveza: es una empresa de bebidas sofisticada que comprende el intrincado arte de satisfacer diversas demandas del mercado mientras mantiene una identidad corporativa fuerte y sostenible.

Molson Coors Beverage Company (TAP) - Modelo de negocios: asociaciones clave

Alianza estratégica con marcas Constellation

Molson Coors y Constellation Brands formaron una asociación estratégica de elaboración y distribución para cervezas de marca Modelo en los Estados Unidos. La asociación implica:

Detalle de la asociación	Información específica
Alcance del acuerdo	Derechos de elaboración y distribución para marcas Modelo en el mercado estadounidense
Volumen anual	Aproximadamente 32 millones de hectolitros de marcas Modelo
Valor financiero	Estimado de $ 1.5 mil millones en contribución anual de ingresos

Ventura conjunta con grupo Modelo en México

Molson Coors mantiene una importante asociación de empresa conjunta en México.

• Apuesta por la propiedad: 49% en la empresa conjunta de Grupo Modelo
• Asociación establecida: 2013
• Marcas clave cubiertas: Corona, Modelo Especial, Pacífico
• Cuota de mercado anual en México: aproximadamente 25-30%

Asociaciones locales de cervecería artesanal

Molson Coors ha desarrollado asociaciones estratégicas con cervecerías artesanales locales para diversificar las ofertas de productos.

Cervecería artesanal	Detalles de la asociación	Año iniciado
Revolver Brewing	Adquisición completa	2018
Fundadores Brewing	Adquisición de apuestas mayoritarias	2019
Breading Blue Moon	Desarrollo interno de marca de manualidades	2017

Colaboraciones de minoristas y distribuidores globales

Molson Coors mantiene extensas asociaciones de distribución en todo el mundo.

• Red de distribución de América del Norte: Más de 500 distribuidores independientes
• Canales de distribución europeos: Asociaciones en 14 países
• Relaciones minoristas globales: Acuerdos activos con las principales cadenas minoristas en múltiples mercados

Molson Coors Beverage Company (TAP) - Modelo de negocio: actividades clave

Cerveza elaboración y producción

Capacidad total de la elaboración: 34 millones de hectolitros anualmente en 16 cervecerías en América del Norte y Europa

Ubicación de la cervecería	Capacidad de producción anual
Dorado, Colorado	8.5 millones de hectolitros
Montreal, Canadá	5.2 millones de hectolitros
Burton-on-Trent, Reino Unido	4.7 millones de hectolitros

Desarrollo y marketing de la marca

Gastos de marketing en 2022: $ 564.3 millones

• Core Brand Portfolio incluye Coors Light, Miller Lite, Molson Canadian
• Activo en más de 50 países a nivel mundial
• Inversión de marketing digital: 35% del presupuesto de marketing total

Innovación de productos y gestión de cartera

Inversión en I + D en 2022: $ 42.1 millones

Categoría de innovación	Nuevos lanzamientos de productos
Bebidas no alcohólicas	7 nuevos productos
Seltzers duros	3 nuevas líneas de productos
Cerveza artesanal	5 nuevas extensiones de marca

Gestión de la cadena de suministro y distribución

Red de distribución: más de 450 centros de distribución en América del Norte

• Cobertura de distribución directa: 35 estados de EE. UU.
• Distribución indirecta: 15 estados adicionales
• Distribución internacional en más de 50 países

Iniciativas de sostenibilidad y responsabilidad corporativa

Inversión de sostenibilidad en 2022: $ 87.6 millones

Meta de sostenibilidad	Año objetivo	Progreso actual
Reducción del uso del agua	2025	Reducción del 25% lograda
Adopción de energía renovable	2030	42% de uso de energía renovable
Reciclabilidad del embalaje	2025	68% de envases reciclables

Molson Coors Beverage Company (TAP) - Modelo de negocio: recursos clave

Instalaciones de elaboración extensas

Molson Coors opera 16 instalaciones de cerveza en América del Norte a partir de 2023. Capacidad de producción total: 45.5 millones de hectolitros anualmente.

Ubicación	Tipo de instalación	Capacidad anual (hectolitros)
Dorado, Colorado	Cervecería principal	12.5 millones
Montreal, Quebec	Sitio de producción principal	8.2 millones
Milwaukee, Wisconsin	Cervecería histórica	7.3 millones

Cartera de marca

Molson Coors administra una cartera de marca diversa con 16 marcas principales.

• Coors Light: 17.4 millones de barriles vendidos en 2022
• Miller Lite: 14.2 millones de barriles vendidos en 2022
• Blue Moon: 6.8 millones de barriles vendidos en 2022
• Molson Canadian: 5.6 millones de barriles vendidos en 2022

Tecnología de producción

Inversión en tecnología de elaboración avanzada: $ 287 millones en gastos de capital para 2022.

Fuerza laboral y gestión

Total de empleados: 17,400 al 31 de diciembre de 2022. TENIR DEL EMPLEADO PROMEDIO: 9.7 años.

Nivel de gestión	Número de ejecutivos
Liderazgo senior	12
Gestión de nivel medio	248

Redes de distribución

Concierto de distribución: 50 estados en los Estados Unidos y todas las provincias canadienses. 3.200 puntos de distribución directa.

• Cobertura de distribución directa: 68% de los mercados objetivo
• Distribución indirecta a través de asociaciones: 32% de los mercados

Molson Coors Beverage Company (TAP) - Modelo de negocio: propuestas de valor

Cartera de cerveza diversa

Molson Coors ofrece una cartera integral de marcas de cerveza en múltiples segmentos:

Categoría de marca	Marcas clave	Segmento de mercado
Cerveza premium	Coors Light, Miller Lite	Mercado de la cerveza convencional
Cerveza artesanal	Blue Moon, Leinenkugel's	Entusiastas de la cerveza artesanal
Internacional	Carling, Molson Canadian	Mercados globales

Patrimonio de la cerveza de alta calidad

La herencia de elaboración de cerveza que data de 1774, con $ 11.6 mil millones en ventas netas para 2022.

Opciones de bebidas innovadoras

Inversiones de bebidas no alcohólicas y alternativas:

• Vizzy Hard Seltzer
• Arnold Palmer se disparó
• Limonada de limón dae

Estrategias de precios competitivos

Posicionamiento de precios en diferentes segmentos de mercado:

Segmento de precios	Precio promedio	Consumidor objetivo
Presupuesto	$ 8.99- $ 12.99 por paquete de 12	Consumidores sensibles a los precios
De primera calidad	$ 15.99- $ 19.99 por paquete de 12	Consumidores centrados en la calidad

Compromiso de sostenibilidad

Métricas de sostenibilidad ambiental:

• Electricidad 100% renovable en cervecerías estadounidenses para 2025
• Reducción del 40% en las emisiones de carbono para 2025
• Mejora de la eficiencia del agua del 7,7% en 2022

Molson Coors Beverage Company (TAP) - Modelo de negocios: relaciones con los clientes

Compromiso digital a través de plataformas de redes sociales

Molson Coors mantiene la presencia activa de las redes sociales en múltiples plataformas:

Plataforma	Seguidores/compromiso
Instagram (@MolsonCoors)	72,000 seguidores
Twitter (@MolsonCoors)	48,000 seguidores
Facebook	210,000 páginas me gusta

Programas de fidelización y construcción de la comunidad de marca

Molson Coors implementa estrategias de lealtad específicas:

• Programa Coors Light Rewards con 1.2 millones de miembros activos
• Programa Miller Lite MVP con 850,000 consumidores registrados
• Sistema de puntos de participación digital que ofrece mercancías y experiencias exclusivas

Interacción directa del consumidor a través de campañas de marketing

Campaña	Alcanzar	Tasa de compromiso
Campaña de 'Call' Call 'Coors Light	45 millones de impresiones	Tasa de compromiso digital de 3.7%
Miller Lite 'Hold True' Campaign	38 millones de impresiones	3.2% Tasa de compromiso digital

Comentarios de los clientes y esfuerzos de personalización

Canales de retroalimentación digital:

• Plataforma de encuestas de consumidores en línea con 250,000 encuestados anuales
• Seguimiento de sentimientos en las redes sociales en tiempo real
• Mecanismos de retroalimentación de aplicaciones móviles

Patrocinio y marketing de eventos

Categoría de eventos	Inversión anual	Alcance de audiencia estimado
Patrocinios deportivos	$ 22.5 millones	68 millones de espectadores
Festivales de música	$ 8.3 millones	1,2 millones de asistentes
Eventos de la comunidad local	$ 5.7 millones	3.6 millones de participantes

Molson Coors Beverage Company (TAP) - Modelo de negocio: canales

Tiendas minoristas y supermercados

A partir de 2023, Molson Coors distribuyó productos a través de aproximadamente 650,000 puntos de venta minoristas en América del Norte. Las tiendas de comestibles representan el 35% del volumen total de ventas de cerveza.

Canal minorista	Penetración del mercado	Volumen de ventas anual
Supermercados	42%	8.2 millones de casos
Tiendas de conveniencia	28%	5.6 millones de casos
Tiendas de licores	22%	4.3 millones de casos

Plataformas de comercio electrónico en línea

Las ventas de cerveza en línea representaron el 3.7% de las ventas totales de bebidas en 2023, con Molson Coors generando $ 186 millones a través de canales digitales.

Ventas directas a consumidores

Las ventas directas al consumidor alcanzaron los $ 42.3 millones en 2023, principalmente a través de tabernas y plataformas en línea en estados con regulaciones permisivas de envío de alcohol.

Bares, restaurantes y consumo local

Las ventas locales representaron el 22% de los ingresos totales, con $ 1.2 mil millones generados a través de bares y restaurantes en 2023.

Canal local	Volumen de ventas	Contribución de ingresos
Verja	6.5 millones de barriles	$ 780 millones
Restaurantes	4.3 millones de barriles	$ 420 millones

Distribuidores al por mayor

Molson Coors trabaja con 450 distribuidores mayoristas independientes en los Estados Unidos. La distribución mayorista representaba el 40% del total de ventas, generando $ 2.8 mil millones en ingresos para 2023.

• Región del Medio Oeste: 125 distribuidores
• Región de la costa oeste: 89 distribuidores
• Región del noreste: 136 distribuidores
• Región del sudeste: 100 distribuidores

Molson Coors Beverage Company (TAP) - Modelo de negocios: segmentos de clientes

Consumidores de la cerveza Millennial y Gen Z

A partir de 2023, los Millennials y Gen Z representan el 42% de la base de consumidores de cerveza de Core Coors de Molson Coors. Este grupo demográfico consume aproximadamente el 32% de los volúmenes totales de la artesanía y la cerveza premium en los Estados Unidos.

Grupo de edad	Porcentaje de consumo	Tipos de cerveza preferidos
Millennials (25-40 años)	24%	Cervezas artesanales y bajas en alcohol
Gen Z (21-24 años)	18%	Cervezas experimentales y impulsadas por el sabor

Entusiastas de la cerveza artesanal

Molson Coors apunta a los consumidores de cerveza artesanal a través de marcas como Blue Moon y Leinenkugel. El segmento de cerveza artesanal representa el 13.5% del volumen total del mercado de la cerveza en 2023.

• Valor de mercado de la cerveza artesanal: $ 22.2 mil millones
• Volumen anual de cerveza artesanal: 24.5 millones de barriles
• Tasa de crecimiento del mercado de la cerveza artesanal: 5.7% año tras año

Consumidores conscientes de la salud que buscan opciones de bajo alcohol

El segmento de cerveza bajo y no alcohólico creció un 8,3% en 2023, con Molson Coors invirtiendo significativamente en marcas como Coors Edge.

Categoría	Cuota de mercado	Índice de crecimiento
Cervezas de bajo alcohol	3.2%	8.3%
Cervezas no alcohólicas	1.7%	12.5%

Bebedores de cerveza tradicionales

Los consumidores tradicionales de cerveza aún representan el 45% de la base de clientes de Molson Coors, con marcas centrales como Coors Light y Miller Lite manteniendo una fuerte presencia en el mercado.

• Cuota de mercado de la luz de Coors: 7.8%
• Cuota de mercado de Miller Lite: 4.5%
• Consumo anual promedio por bebedor de cerveza tradicional: 26.2 galones

Mercados internacionales

Molson Coors opera en América del Norte y los mercados internacionales, con presencia estratégica en Canadá, Reino Unido y mercados emergentes.

Región	Penetración del mercado	Contribución de ingresos
Estados Unidos	62%	$ 4.6 mil millones
Canadá	18%	$ 1.3 mil millones
Reino Unido	12%	$ 890 millones
Otros mercados internacionales	8%	$ 590 millones

Molson Coors Beverage Company (TAP) - Modelo de negocio: Estructura de costos

Adquisición de materia prima

En 2023, Molson Coors gastó $ 2.84 mil millones en el costo de los bienes vendidos (COGS), que incluye gastos de materia prima.

Categoría de materia prima	Costo de adquisición anual
Cebada	$ 412 millones
Lúpulo	$ 187 millones
Materiales de embalaje	$ 624 millones

Gastos de fabricación y producción

Los gastos de fabricación totales para 2023 fueron de $ 1.23 mil millones.

• Instalaciones de producción: 32 cervecerías en América del Norte
• Costo promedio de producción por barril: $ 62.50
• Costos de energía para la fabricación: $ 156 millones anuales

Inversiones de marketing y publicidad

Los gastos de marketing para 2023 totalizaron $ 687 millones.

Canal de marketing	Gasto
Marketing digital	$ 214 millones
Medios tradicionales	$ 327 millones
Patrocinios	$ 146 millones

Costos de distribución y logística

Gastos de distribución total en 2023: $ 892 millones.

• Flota de transporte: 1,247 camiones
• Costos de almacenamiento: $ 276 millones
• Combustible y mantenimiento: $ 184 millones

Gastos de investigación y desarrollo

El gasto de I + D para 2023 fue de $ 124 millones.

Área de enfoque de I + D	Inversión
Desarrollo de nuevos productos	$ 78 millones
Tecnología de elaboración de cerveza	$ 36 millones
Innovaciones de sostenibilidad	$ 10 millones

Molson Coors Beverage Company (TAP) - Modelo de negocio: flujos de ingresos

Ventas de cerveza en múltiples marcas

En 2022, Molson Coors reportó ventas netas totales de $ 11.7 mil millones. Las marcas de cerveza clave que contribuyen a los ingresos incluyen:

Marca	Ventas anuales (estimadas)
Coors Light	$ 2.1 mil millones
Miller Lite	$ 1.8 mil millones
Molson canadiense	$ 600 millones

Líneas de productos de bebidas no alcohólicas

Los ingresos por bebidas no alcohólicas para 2022 fueron de aproximadamente $ 750 millones, incluidas marcas como:

• Lemón
• Vizzy Hard Seltzer
• Luna azul

Ingresos de expansión del mercado internacional

Los ingresos del mercado internacional en 2022 alcanzaron los $ 2.3 mil millones, con contribuciones significativas de:

• Canadá: $ 850 millones
• Reino Unido: $ 450 millones
• Europa: $ 650 millones

Acuerdos de licencia y asociación

Los ingresos por licencias en 2022 totalizaron aproximadamente $ 180 millones, incluidos los acuerdos con:

Pareja	Ingresos estimados
Coca-cola	$ 75 millones
Empresa conjunta de MillerCoors	$ 65 millones

Canales de ventas digitales y directos al consumidor

Los canales de ventas digitales generaron aproximadamente $ 350 millones en 2022, con plataformas de comercio electrónico y Servicios de entrega directa al consumidor contribuyendo significativamente.

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.