Molson Coors Beverage Company (TAP): Canvas de modelo de negócios [Jan-2025 Atualizado]

No mundo dinâmico dos gigantes de bebidas, a Molson Coors Beverage Company é uma prova de inovação estratégica e adaptabilidade de mercado. Desde sua rica herança de fabricação de cerveja até a diversificação de produtos de ponta, a empresa transformou a fabricação tradicional de cerveja em um ecossistema de negócios multifacetado que abrange continentes, preferências do consumidor e tendências emergentes do mercado. Ao navegar magistralmente em mudança de paisagens de consumidores e alavancando um modelo de negócios abrangente, Molson Coors se posicionou como mais do que apenas uma empresa de cerveja - é uma empresa sofisticada de bebidas que entende a intrincada arte de atender a diversas demandas de mercado, mantendo uma identidade corporativa forte e sustentável.

Molson Coors Beverage Company (TAP) - Modelo de Negócios: Principais Parcerias

Aliança estratégica com marcas de constelação

Molson Coors e Constellation Brands formaram uma parceria estratégica de fabricação e distribuição para cervejas da marca Modelo nos Estados Unidos. A parceria envolve:

Detalhes da parceria	Informações específicas
Escopo de acordo	Direitos de fabricação e distribuição para marcas Modelo no mercado dos EUA
Volume anual	Aproximadamente 32 milhões de hectoliters de marcas Modelo
Valor financeiro	Estimado US $ 1,5 bilhão em contribuição anual de receita

Joint venture com o Modelo Group no México

Molson Coors mantém uma parceria significativa de joint venture no México.

• APRONECIMENTO DE PROPRIEDADE: 49% na joint venture da Grupo Modelo Modelo
• Parceria estabelecida: 2013
• Principais marcas cobertas: Corona, Modelo Especial, Pacífica
• Participação de mercado anual no México: aproximadamente 25-30%

Parcerias locais de cervejaria artesanal

A Molson Coors desenvolveu parcerias estratégicas com cervejarias artesanais locais para diversificar as ofertas de produtos.

Cervejaria artesanal	Detalhes da parceria	Ano iniciado
Revolver Brewing	Aquisição completa	2018
Fundadores Brewing	Aquisição da participação majoritária	2019
Brewing da lua azul	Desenvolvimento interno da marca artesanal	2017

Varejista global e colaborações de distribuidores

Molson Coors mantém extensas parcerias de distribuição em todo o mundo.

• Rede de distribuição da América do Norte: Mais de 500 distribuidores independentes
• Canais de distribuição europeia: Parcerias em 14 países
• Relacionamentos globais de varejo: Acordos ativos com as principais redes de varejo em vários mercados

Molson Coors Beverage Company (TAP) - Modelo de negócios: Atividades -chave

Brewing e produção de cerveja

Capacidade total de fabricação de cerveja: 34 milhões de hectolitros anualmente em 16 cervejarias na América do Norte e Europa

Localização da cervejaria	Capacidade de produção anual
Dourado, Colorado	8,5 milhões de hectolitores
Montreal, Canadá	5,2 milhões de hectolitadores
Burton-on-Trent, Reino Unido	4,7 milhões de hectolitros

Desenvolvimento e marketing de marca

Despesas de marketing em 2022: US $ 564,3 milhões

• O portfólio de marcas principais inclui Coors Light, Miller Lite, Molson Canadian
• Ativo em mais de 50 países globalmente
• Investimento de marketing digital: 35% do orçamento total de marketing

Inovação de produtos e gerenciamento de portfólio

Investimento de P&D em 2022: US $ 42,1 milhões

Categoria de inovação	Novos lançamentos de produtos
Bebidas não alcoólicas	7 novos produtos
Seltzers difíceis	3 novas linhas de produtos
Cerveja artesanal	5 novas extensões de marca

Cadeia de suprimentos e gerenciamento de distribuição

Rede de distribuição: mais de 450 centros de distribuição em toda a América do Norte

• Cobertura de distribuição direta: 35 estados dos EUA
• Distribuição indireta: 15 estados adicionais
• Distribuição internacional em mais de 50 países

Iniciativas de sustentabilidade e responsabilidade corporativa

Investimento de sustentabilidade em 2022: US $ 87,6 milhões

Meta de sustentabilidade	Ano -alvo	Progresso atual
Redução do uso de água	2025	Redução de 25% alcançada
Adoção de energia renovável	2030	42% de uso de energia renovável
Reciclabilidade da embalagem	2025	68% de embalagem reciclável

Molson Coors Beverage Company (TAP) - Modelo de negócios: Recursos -chave

Extensas instalações de cerveja

A Molson Coors opera 16 instalações de fabricação de cerveja na América do Norte a partir de 2023. Capacidade total de produção: 45,5 milhões de hectolitros anualmente.

Localização	Tipo de instalação	Capacidade anual (hectoliters)
Dourado, Colorado	Cervejaria primária	12,5 milhões
Montreal, Quebec	Principal local de produção	8,2 milhões
Milwaukee, Wisconsin	Cervejaria histórica	7,3 milhões

Portfólio de marcas

Molson Coors gerencia um portfólio de marcas diversificadas com 16 marcas principais.

• Coors Light: 17,4 milhões de barris vendidos em 2022
• Miller Lite: 14,2 milhões de barris vendidos em 2022
• Lua azul: 6,8 milhões de barris vendidos em 2022
• Molson Canadian: 5,6 milhões de barris vendidos em 2022

Tecnologia de produção

Investimento em tecnologia avançada de cerveja: US $ 287 milhões em despesas de capital para 2022.

Força de trabalho e gerenciamento

Total de funcionários: 17.400 em 31 de dezembro de 2022. Posse média dos funcionários: 9,7 anos.

Nível de gerenciamento	Número de executivos
Liderança sênior	12
Gerenciamento de nível médio	248

Redes de distribuição

Alcance de distribuição: 50 estados nos Estados Unidos e em todas as províncias canadenses. 3.200 pontos de distribuição direta.

• Cobertura de distribuição direta: 68% dos mercados -alvo
• Distribuição indireta através de parcerias: 32% dos mercados

Molson Coors Beverage Company (TAP) - Modelo de Negócios: Proposições de Valor

Portfólio diversificado de cerveja

Molson Coors oferece um portfólio abrangente de marcas de cerveja em vários segmentos:

Categoria de marca	Principais marcas	Segmento de mercado
Lager premium	Coors Light, Miller Lite	Mercado de cerveja convencional
Cerveja artesanal	Lua azul, de Leinenkugel	Entusiastas da cerveja artesanal
Internacional	Carling, Molson Canadian	Mercados globais

Patrimônio de fabricação de alta qualidade

Fabricar Heritage que remonta a 1774, com US $ 11,6 bilhões em vendas líquidas para 2022.

Opções inovadoras de bebidas

Investimentos de bebidas não alcoólicas e alternativas:

• Vizzy Hard Seltzer
• Arnold Palmer aumentou
• Lemon-dae limonada dura

Estratégias de preços competitivos

Posicionamento de preços em diferentes segmentos de mercado:

Segmento de preços	Preço médio	Consumidor -alvo
Orçamento	US $ 8,99- $ 12,99 por pacote 12	Consumidores sensíveis ao preço
Premium	US $ 15,99- $ 19,99 por pacote 12	Consumidores focados na qualidade

Compromisso de Sustentabilidade

Métricas de sustentabilidade ambiental:

• 100% de eletricidade renovável nas cervejarias dos EUA até 2025
• Redução de 40% nas emissões de carbono até 2025
• Melhoria da eficiência da água de 7,7% em 2022

Molson Coors Beverage Company (TAP) - Modelo de Negócios: Relacionamentos do Cliente

Engajamento digital através de plataformas de mídia social

Molson Coors mantém a presença ativa das mídias sociais em várias plataformas:

Plataforma	Seguidores/engajamento
Instagram (@molsoncoors)	72.000 seguidores
Twitter (@molsoncoors)	48.000 seguidores
Facebook	210.000 curtidas de página

Programas de fidelidade e construção da comunidade de marca

Molson Coors implementa estratégias de lealdade direcionadas:

• Programa de recompensas de luz Coors com 1,2 milhão de membros ativos
• Programa MVP Miller Lite com 850.000 consumidores registrados
• Sistema de pontos de engajamento digital que oferece mercadorias e experiências exclusivas

Interação direta do consumidor por meio de campanhas de marketing

Campanha	Alcançar	Taxa de engajamento
Campanha Coors Light 'Chall'	45 milhões de impressões	3,7% de taxa de engajamento digital
Miller Lite 'Hold True' Campanha	38 milhões de impressões	3,2% de taxa de engajamento digital

Feedback do cliente e esforços de personalização

Canais de feedback digital:

• Plataforma de pesquisa de consumidores on -line com 250.000 entrevistados anuais
• Rastreamento de sentimentos de mídia social em tempo real
• Mecanismos de feedback de aplicativos móveis

Patrocínio e marketing de eventos

Categoria de evento	Investimento anual	Alcance estimado do público
Patrocínio de esportes	US $ 22,5 milhões	68 milhões de espectadores
Festivais de música	US $ 8,3 milhões	1,2 milhão de participantes
Eventos da comunidade local	US $ 5,7 milhões	3,6 milhões de participantes

Molson Coors Beverage Company (TAP) - Modelo de Negócios: Canais

Lojas de varejo e supermercados

A partir de 2023, a Molson Coors distribuiu produtos através de aproximadamente 650.000 pontos de venda na América do Norte. Os supermercados representam 35% do volume total de vendas de cerveja.

Canal de varejo	Penetração de mercado	Volume anual de vendas
Supermercados	42%	8,2 milhões de casos
Lojas de conveniência	28%	5,6 milhões de casos
Lojas de bebidas	22%	4,3 milhões de casos

Plataformas online de comércio eletrônico

As vendas de cerveja on -line representaram 3,7% do total de vendas de bebidas em 2023, com a Molson Coors gerando US $ 186 milhões através de canais digitais.

Vendas diretas ao consumidor

As vendas diretas ao consumidor atingiram US $ 42,3 milhões em 2023, principalmente por meio de tabelas de cervejaria e plataformas on-line em estados com regulamentos permissivos de transporte de álcool.

Bares, restaurantes e consumo local

As vendas no local representaram 22% da receita total, com US $ 1,2 bilhão gerado através de bares e restaurantes em 2023.

Canal local	Volume de vendas	Contribuição da receita
Barras	6,5 milhões de barris	US $ 780 milhões
Restaurantes	4,3 milhões de barris	US $ 420 milhões

Distribuidores por atacado

Molson Coors trabalha com 450 distribuidores independentes de atacado nos Estados Unidos. A distribuição atacadista representou 40% do total de vendas, gerando US $ 2,8 bilhões em receita para 2023.

• Região do Centro -Oeste: 125 distribuidores
• Região da Costa Oeste: 89 distribuidores
• Região nordeste: 136 distribuidores
• Região sudeste: 100 distribuidores

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

Consumidores de cerveja milenares e gen Z

A partir de 2023, a geração do milênio e a geração Z representam 42% da base de consumidores de cerveja principal da Molson Coors. Este grupo demográfico consome aproximadamente 32% do total de artesanato e volumes de cerveja premium nos Estados Unidos.

Faixa etária	Porcentagem de consumo	Tipos de cerveja preferidos
Millennials (25-40 anos)	24%	Artesanato e cervejas de baixo álcool
Gen Z (21-24 anos)	18%	Beers experimentais e orientados a sabores

Entusiastas da cerveja artesanal

Molson Coors tem como alvo os consumidores de cerveja artesanal através de marcas como Blue Moon e Leinenkugel's. O segmento de cerveja artesanal representa 13,5% do volume total do mercado de cerveja em 2023.

• Valor de mercado da cerveja artesanal: US $ 22,2 bilhões
• Volume anual de cerveja artesanal: 24,5 milhões de barris
• Taxa de crescimento do mercado de cerveja artesanal: 5,7% ano a ano

Consumidores preocupados com a saúde que buscam opções de baixo alcool

O segmento de cerveja baixo e não alcoólico cresceu 8,3% em 2023, com a Molson Coors investindo significativamente em marcas como a Coors Edge.

Categoria	Quota de mercado	Taxa de crescimento
Beers de baixo álcool	3.2%	8.3%
Beers não alcoólicos	1.7%	12.5%

Bebedores tradicionais de cerveja

Os consumidores tradicionais de cerveja ainda representam 45% da base de clientes da Molson Coors, com marcas principais como Coors Light e Miller Lite mantendo uma forte presença no mercado.

• Coors Light Market Parta: 7,8%
• Participação de mercado da Miller Lite: 4,5%
• Consumo médio anual por bebedor de cerveja tradicional: 26,2 galões

Mercados internacionais

Molson Coors opera nos mercados da América do Norte e Internacional, com presença estratégica no Canadá, Reino Unido e mercados emergentes.

Região	Penetração de mercado	Contribuição da receita
Estados Unidos	62%	US $ 4,6 bilhões
Canadá	18%	US $ 1,3 bilhão
Reino Unido	12%	US $ 890 milhões
Outros mercados internacionais	8%	US $ 590 milhões

Molson Coors Beverage Company (TAP) - Modelo de negócios: Estrutura de custos

Aquisição de matéria -prima

Em 2023, a Molson Coors gastou US $ 2,84 bilhões no custo dos bens vendidos (COGS), que inclui despesas de matéria -prima.

Categoria de matéria -prima	Custo anual de compras
Cevada	US $ 412 milhões
Lúpulo	US $ 187 milhões
Materiais de embalagem	US $ 624 milhões

Despesas de fabricação e produção

As despesas totais de fabricação para 2023 foram de US $ 1,23 bilhão.

• Instalações de produção: 32 cervejarias em toda a América do Norte
• Custo médio de produção por barril: US $ 62,50
• Custos de energia para fabricação: US $ 156 milhões anualmente

Investimentos de marketing e publicidade

As despesas de marketing para 2023 totalizaram US $ 687 milhões.

Canal de marketing	Gastos
Marketing digital	US $ 214 milhões
Mídia tradicional	US $ 327 milhões
Patrocínios	US $ 146 milhões

Custos de distribuição e logística

Despesas totais de distribuição em 2023: US $ 892 milhões.

• Frota de transporte: 1.247 caminhões
• Custos de armazenamento: US $ 276 milhões
• Combustível e manutenção: US $ 184 milhões

Despesas de pesquisa e desenvolvimento

Os gastos com P&D em 2023 foram de US $ 124 milhões.

Área de foco em P&D	Investimento
Desenvolvimento de novos produtos	US $ 78 milhões
Tecnologia de fabricação de cerveja	US $ 36 milhões
Inovações de sustentabilidade	US $ 10 milhões

Molson Coors Beverage Company (TAP) - Modelo de negócios: fluxos de receita

Vendas de cerveja em várias marcas

Em 2022, a Molson Coors registrou vendas líquidas totais de US $ 11,7 bilhões. As principais marcas de cerveja que contribuem para a receita incluem:

Marca	Vendas anuais (estimadas)
Coors Light	US $ 2,1 bilhões
Miller Lite	US $ 1,8 bilhão
Molson Canadian	US $ 600 milhões

Linhas de produtos de bebidas não alcoólicas

A receita de bebidas não alcoólicas para 2022 foi de aproximadamente US $ 750 milhões, incluindo marcas como:

• Daze de limão
• Vizzy Hard Seltzer
• Lua azul

Receitas de expansão do mercado internacional

As receitas do mercado internacional em 2022 atingiram US $ 2,3 bilhões, com contribuições significativas de:

• Canadá: US $ 850 milhões
• Reino Unido: US $ 450 milhões
• Europa: US $ 650 milhões

Acordos de licenciamento e parceria

As receitas de licenciamento em 2022 totalizaram aproximadamente US $ 180 milhões, incluindo acordos com:

Parceiro	Receita estimada
Coca Cola	US $ 75 milhões
MillerCoors Joint Venture	US $ 65 milhões

Canais de vendas digitais e diretos ao consumidor

Os canais de vendas digitais geraram aproximadamente US $ 350 milhões em 2022, com Plataformas de comércio eletrônico e Serviços de entrega direta ao consumidor contribuindo 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.