Molson Coors Beverage Company (TAP): Business Model Canvas [Jan-2025 Mise à jour]

Dans le monde dynamique des géants des boissons, Molson Coors Beverage Company témoigne de l'innovation stratégique et de l'adaptabilité du marché. De son riche héritage de brassage à la diversification des produits de pointe, la société a transformé la fabrication traditionnelle de la bière en un écosystème commercial à multiples facettes qui couvre les continents, les préférences des consommateurs et les tendances du marché émergentes. En parcourant magistralement les paysages de consommation changeants et en tirant parti d'un modèle commercial complet, Molson Coors s'est positionnée comme plus qu'une simple entreprise de bière - c'est une entreprise de boissons sophistiquée qui comprend l'art complexe de répondre à diverses demandes de marché tout en maintenant une identité d'entreprise forte et durable.

Molson Coors Beverage Company (TAP) - Modèle d'entreprise: partenariats clés

Alliance stratégique avec les marques de constellation

Molson Coors et Constellation Brands ont formé un partenariat stratégique de brassage et de distribution pour les bières de marque Modelo aux États-Unis. Le partenariat implique:

Détail du partenariat	Informations spécifiques
Portée de l'accord	Droits de brassage et de distribution pour les marques Modelo sur le marché américain
Volume annuel	Environ 32 millions d'hectoliters de marques Modelo
Valeur financière	1 milliard de dollars de contribution annuelle des revenus annuelle

Joint-venture avec Modelo Group au Mexique

Molson Coors maintient un partenariat de coentreprise important au Mexique.

• Plateau de propriété: 49% dans la coentreprise de Grupo Modelo
• Partenariat établi: 2013
• Marques clés couvertes: Corona, Modelo Especial, Pacífico
• Part de marché annuel au Mexique: environ 25-30%

Partenariats locaux de brasserie artisanale

Molson Coors a développé des partenariats stratégiques avec des brasseries artisanales locales pour diversifier les offres de produits.

Brasserie artisanale	Détails du partenariat	Année initiée
Brewing de revolver	Acquisition complète	2018
Fondateurs brassage	Acquisition de la majorité	2019
Brewing Brewing	Développement de la marque d'artisanat interne	2017

Collaborations mondiales des détaillants et des distributeurs

Molson Coors entretient de vastes partenariats de distribution dans le monde.

• Réseau de distribution en Amérique du Nord: Plus de 500 distributeurs indépendants
• Canaux de distribution européens: Partenariats dans 14 pays
• Relations de vente au détail mondiales: Accords actifs avec les grandes chaînes de vente au détail sur plusieurs marchés

Molson Coors Beverage Company (TAP) - Modèle d'entreprise: Activités clés

Brewing et production de bière

Capacité totale de brassage: 34 millions d'hectoliters par an sur 16 brasseries en Amérique du Nord et en Europe

Emplacement de la brasserie	Capacité de production annuelle
Golden, Colorado	8,5 millions d'hectoliters
Montréal, Canada	5,2 millions d'hectoliters
Burton-on-Trent, Royaume-Uni	4,7 millions d'hectoliters

Développement et marketing de marque

Dépenses de marketing en 2022: 564,3 millions de dollars

• Le portefeuille de marque Core comprend Coors Light, Miller Lite, Molson Canadien
• Actif dans plus de 50 pays dans le monde
• Investissement en marketing numérique: 35% du budget marketing total

Innovation de produit et gestion du portefeuille

Investissement en R&D en 2022: 42,1 millions de dollars

Catégorie d'innovation	Lancements de nouveaux produits
Boissons non alcoolisées	7 nouveaux produits
Seltzers durs	3 nouvelles gammes de produits
Bière artisanale	5 nouvelles extensions de marque

Gestion de la chaîne d'approvisionnement et de la distribution

Réseau de distribution: 450+ centres de distribution à travers l'Amérique du Nord

• Couverture de distribution directe: 35 États américains
• Distribution indirecte: 15 États supplémentaires
• Distribution internationale dans plus de 50 pays

Initiatives de durabilité et de responsabilité des entreprises

Investissement en durabilité en 2022: 87,6 millions de dollars

Objectif de durabilité	Année cible	Progrès actuel
Réduction de l'utilisation de l'eau	2025	25% de réduction réalisée
Adoption d'énergie renouvelable	2030	42% de consommation d'énergie renouvelable
Recyclabilité d'emballage	2025	68% d'emballage recyclable

Molson Coors Beverage Company (TAP) - Modèle d'entreprise: Ressources clés

Installations de brassage approfondies

Molson Coors exploite 16 installations de brassage en Amérique du Nord en 2023. Capacité de production totale: 45,5 millions d'hectoliters par an.

Emplacement	Type d'installation	Capacité annuelle (hectoliters)
Golden, Colorado	Brasserie primaire	12,5 millions
Montréal, Québec	Site de production majeur	8,2 millions
Milwaukee, Wisconsin	Brasserie historique	7,3 millions

Portefeuille de marque

Molson Coors gère un portefeuille de marques diversifié avec 16 marques de base.

• COORS Light: 17,4 millions de barils vendus en 2022
• Miller Lite: 14,2 millions de barils vendus en 2022
• Mune bleue: 6,8 millions de barils vendus en 2022
• Molson Canadien: 5,6 millions de barils vendus en 2022

Technologie de production

Investissement dans la technologie de brassage avancée: 287 millions de dollars en dépenses en capital pour 2022.

Main-d'œuvre et gestion

Total des employés: 17 400 au 31 décembre 2022. Tiration moyenne des employés: 9,7 ans.

Niveau de gestion	Nombre de cadres
Hauteur	12
Gestion de niveau intermédiaire	248

Réseaux de distribution

Réalisation de la distribution: 50 États aux États-Unis et toutes les provinces canadiennes. 3 200 points de distribution directe.

• Couverture de distribution directe: 68% des marchés cibles
• Distribution indirecte par le biais de partenariats: 32% des marchés

Molson Coors Beverage Company (TAP) - Modèle d'entreprise: propositions de valeur

Portfolio diversifié de bière

Molson Coors propose un portefeuille complet de marques de bière sur plusieurs segments:

Catégorie de marque	Marques clés	Segment de marché
Bière blonde supérieure	Coors Light, Miller Lite	Marché de la bière grand public
Bière artisanale	Lune bleue, Leinenkugel	Passionnés de bière artisanale
International	Carling, Molson Canadien	Marchés mondiaux

Héritage de brassage de haute qualité

Brewing Heritage datant de 1774, avec 11,6 milliards de dollars de ventes nettes pour 2022.

Options de boissons innovantes

Investissements de boissons non alcoolisées et alternatives:

• Vizzy dur seltzer
• Arnold Palmer a engendré
• Citron-dae limonade dure

Stratégies de tarification compétitives

Positionnement des prix dans différents segments de marché:

Segment des prix	Prix ​​moyen	Consommateur cibler
Budget	8,99 $ - 12,99 $ par 12 pack	Consommateurs sensibles aux prix
Prime	15,99 $ - 19,99 $ par 12 pack	Consommateurs axés sur la qualité

Engagement de durabilité

Métriques de la durabilité environnementale:

• 100% d'électricité renouvelable dans les brasseries américaines d'ici 2025
• 40% de réduction des émissions de carbone d'ici 2025
• Amélioration de l'efficacité de l'eau de 7,7% en 2022

Molson Coors Beverage Company (TAP) - Modèle d'entreprise: relations avec les clients

Engagement numérique via les plateformes de médias sociaux

Molson Coors maintient une présence active sur les réseaux sociaux sur plusieurs plateformes:

Plate-forme	Abonnés / engagement
Instagram (@molsoncoors)	72 000 abonnés
Twitter (@molsoncoors)	48 000 abonnés
Facebook	210 000 pages goûts

Programmes de fidélité et bâtiment communautaire de marque

Molson Coors met en œuvre des stratégies de fidélité ciblées:

• COORS Light Rewards Program avec 1,2 million de membres actifs
• Programme Miller Lite MVP avec 850 000 consommateurs enregistrés
• Système de points d'engagement numérique offrant des marchandises et des expériences exclusives

Interaction directe des consommateurs à travers des campagnes de marketing

Campagne	Atteindre	Taux d'engagement
Campagne coors «Cold Call»	45 millions d'impressions	Taux d'engagement numérique de 3,7%
Campagne Miller Lite «Hold True»	38 millions d'impressions	Taux d'engagement numérique de 3,2%

Commentaires et efforts de personnalisation des clients

Canaux de rétroaction numérique:

• Plateforme d'enquête sur les consommateurs en ligne avec 250 000 répondants annuels
• Suivi des sentiments des médias sociaux en temps réel
• Mécanismes de rétroaction de l'application mobile

Parrainage et marketing d'événements

Catégorie d'événements	Investissement annuel	Reach du public estimé
Sportives sportives	22,5 millions de dollars	68 millions de téléspectateurs
Festivals de musique	8,3 millions de dollars	1,2 million de participants
Événements communautaires locaux	5,7 millions de dollars	3,6 millions de participants

Molson Coors Beverage Company (TAP) - Modèle d'entreprise: canaux

Magasins de détail et supermarchés

En 2023, Molson Coors a distribué des produits à travers 650 000 points de vente en Amérique du Nord. Les épiceries représentent 35% du volume total des ventes de bière.

Canal de vente au détail	Pénétration du marché	Volume des ventes annuelles
Supermarchés	42%	8,2 millions de cas
Dépanneurs	28%	5,6 millions de cas
Magasins d'alcools	22%	4,3 millions de cas

Plateformes de commerce électronique en ligne

Les ventes de bières en ligne représentaient 3,7% du total des ventes de boissons en 2023, Molson Coors générant 186 millions de dollars via des canaux numériques.

Ventes directes aux consommateurs

Les ventes directes aux consommateurs ont atteint 42,3 millions de dollars en 2023, principalement par le biais de salons de brasserie et de plateformes en ligne dans les États ayant des réglementations permissives de livraison d'alcool.

Bars, restaurants et consommation sur site

Les ventes sur site ont représenté 22% des revenus totaux, avec 1,2 milliard de dollars générés par les bars et restaurants en 2023.

Canal sur site	Volume des ventes	Contribution des revenus
Bars	6,5 millions de barils	780 millions de dollars
Restaurants	4,3 millions de barils	420 millions de dollars

Distributeurs en gros

Molson Coors travaille avec 450 distributeurs de gros indépendants à travers les États-Unis. La distribution de gros représentait 40% du total des ventes, générant 2,8 milliards de dollars de revenus pour 2023.

• Région du Midwest: 125 distributeurs
• Région de la côte ouest: 89 distributeurs
• Région du nord-est: 136 distributeurs
• Région sud-est: 100 distributeurs

Molson Coors Beverage Company (TAP) - Modèle d'entreprise: segments de clientèle

Millennial et Gen Z Consommation de bière

En 2023, les milléniaux et la génération Z représentent 42% de la base de consommation de bière de base de Molson Coors. Ce groupe démographique consomme environ 32% du total des volumes d'artisanat et de bière premium aux États-Unis.

Groupe d'âge	Pourcentage de consommation	Types de bière préférés
Millennials (25-40 ans)	24%	Bières artisanales et à faible alcool
Gen Z (21-24 ans)	18%	Bières expérimentales et axées sur la saveur

Passionnés de bière artisanale

Molson Coors cible les consommateurs de bière artisanale à travers des marques comme Blue Moon et Leinenkugel. Le segment de la bière artisanale représente 13,5% du volume total du marché de la bière en 2023.

• Valeur marchande de la bière artisanale: 22,2 milliards de dollars
• Volume annuel de la bière artisanale: 24,5 millions de barils
• Taux de croissance du marché de la bière artisanale: 5,7% d'une année à l'autre

Les consommateurs soucieux de leur santé recherchent des options à faible alcool

Le segment de la bière faible et non alcoolisé a augmenté de 8,3% en 2023, Molson Coors investissant considérablement dans des marques comme Coors Edge.

Catégorie	Part de marché	Taux de croissance
Bières à faible alcool	3.2%	8.3%
Bières non alcoolisées	1.7%	12.5%

Buveurs de bière traditionnels

Les consommateurs de bière traditionnels représentent toujours 45% de la clientèle de Molson Coors, avec des marques de base comme Coors Light et Miller Lite en maintenant une forte présence sur le marché.

• Coors Light Market part: 7,8%
• Part de marché Miller Lite: 4,5%
• Consommation annuelle moyenne par buveur de bière traditionnel: 26,2 gallons

Marchés internationaux

Molson Coors opère à travers l'Amérique du Nord et les marchés internationaux, avec une présence stratégique au Canada, au Royaume-Uni et aux marchés émergents.

Région	Pénétration du marché	Contribution des revenus
États-Unis	62%	4,6 milliards de dollars
Canada	18%	1,3 milliard de dollars
Royaume-Uni	12%	890 millions de dollars
Autres marchés internationaux	8%	590 millions de dollars

Molson Coors Beverage Company (TAP) - Modèle d'entreprise: Structure des coûts

Achat de matières premières

En 2023, Molson Coors a dépensé 2,84 milliards de dollars pour le coût des marchandises vendues (COGS), qui comprend les dépenses de matières premières.

Catégorie de matières premières	Coût d'achat annuel
Orge	412 millions de dollars
Houblon	187 millions de dollars
Matériaux d'emballage	624 millions de dollars

Frais de fabrication et de production

Les dépenses de fabrication totales pour 2023 étaient de 1,23 milliard de dollars.

• Installations de production: 32 brasseries à travers l'Amérique du Nord
• Coût de production moyen par baril: 62,50 $
• Coûts énergétiques pour la fabrication: 156 millions de dollars par an

Investissements marketing et publicitaire

Les dépenses de marketing pour 2023 ont totalisé 687 millions de dollars.

Canal de marketing	Dépenses
Marketing numérique	214 millions de dollars
Médias traditionnels	327 millions de dollars
Parrainage	146 millions de dollars

Coûts de distribution et de logistique

Total des dépenses de distribution en 2023: 892 millions de dollars.

• Flotte de transport: 1 247 camions
• Coûts d'entreposage: 276 millions de dollars
• Carburant et entretien: 184 millions de dollars

Dépenses de recherche et développement

Les dépenses de R&D pour 2023 étaient de 124 millions de dollars.

Zone de focus R&D	Investissement
Développement de nouveaux produits	78 millions de dollars
Technologie de brassage	36 millions de dollars
Innovations sur le développement durable	10 millions de dollars

Molson Coors Beverage Company (TAP) - Modèle d'entreprise: Strots de revenus

Ventes de bière sur plusieurs marques

En 2022, Molson Coors a déclaré des ventes nettes totales de 11,7 milliards de dollars. Les principales marques de bière contribuant aux revenus comprennent:

Marque	Ventes annuelles (estimées)
COORS LUMIÈRE	2,1 milliards de dollars
Miller Lite	1,8 milliard de dollars
Molson Canadien	600 millions de dollars

Gammes de produits de boissons non alcoolisées

Les revenus des boissons non alcoolisées pour 2022 étaient d'environ 750 millions de dollars, y compris des marques comme:

• Patte
• Vizzy dur seltzer
• Lune bleue

Revenus d'expansion du marché international

Les revenus du marché international en 2022 ont atteint 2,3 milliards de dollars, avec des contributions importantes de:

• Canada: 850 millions de dollars
• Royaume-Uni: 450 millions de dollars
• Europe: 650 millions de dollars

Accords de licence et de partenariat

Les revenus de licence en 2022 ont totalisé environ 180 millions de dollars, y compris les accords avec:

Partenaire	Revenus estimés
Coca-cola	75 millions de dollars
Coentreprise Millercoors	65 millions de dollars

Canaux de vente numériques et directs aux consommateurs

Les canaux de vente numériques ont généré environ 350 millions de dollars en 2022, avec plates-formes de commerce électronique et Services de livraison directe aux consommateurs contribuant considérablement.

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.