1st BATCH OF FILES AVAILABLE NOW!

Molson Coors is looking to "be bold" in its marketing approach in 2026, "doing things differently on every single brand," cmo Sofia Colucci declared at natl distrib meeting in Phoenix this week, as co looks to "go on the offense." That means betting bigger on what's working, capitalizing on incremental big sports events, and laying the groundwork for evolved marketing campaigns on Coors Light and Miller Lite, as well as increasing its focus on non-alc. Well, what's working most of all these days for MC is Coors Banquet, posting strong double-digit growth yet again this yr, rising to the #12 beer brand overall by $$ in natl scan data. So MC plans to boost its investment in Banquet in 2026 as co looks to capitalize on the momentum and further build awareness and distribution. It's deepening existing partnerships and doubling down on country music mktg ties. MC will also continue to make Peroni a top priority in 2026 after posting consecutive years of growth and seeing trends accelerate lately. And new to the mix, Fever-Tree will get its first major natl campaign, emphasizing its key attributes as the top premium mixer as co looks to broaden its reach and fuel big growth plans.Then too, MC will do more with Christopher Walken and Miller Lite as it evolves its "legendary moments start with a Lite" campaign, Miller Lite veep Ann Legan shared. Coors Light's next evolution of its campaign will continue to lean into "mountain cold refreshment," said Coors brand veep Marcelo Pascoa. Co will go bigger than ever before in college football (and other college sports) with Coors Light leading the way, adding big schools like Wisconsin and Iowa State to its growing roster of team partners. That ties into broader initiative to go bigger in near-campus mkts.World Cup and Winter Olympics will get big attention next yr. MC's also stepping up its influencer marketing in a big way as part of growing efforts to draw in more Gen Z drinkers to beer occasions, while also doubling down on growing roster of star celebs and musician partners. Speaking of celebs, Blue Moon will re-up with Colin Jost as brand ambassador and co-creator of its ad campaign in 2026 while "going all in" on its orange slice ritual both on and off premise, above premium beer veep Courtney Benedict highlighted.While MC's flavor portfolio took a couple backward steps in recent yrs after initial success rolling out Topo Chico Hard and Simply Spiked, MC is looking to stay "disciplined" while streamlining what's working in flavor, said flavor veep Elizabeth Hitch. That means stoking growth on Topo Chico's core flavors, which have seen improved trends that were touted from the stage, innovations and in key regions. And Simply Spiked is focusing on top performing flavors while looking to evolve messaging.MC's other big non-alc bet, ZOA, will double down on sampling efforts and lean into messaging that ZOA has electrolytes and gives "energy for everyday life." And economy portfolio will look to reinforce value proposition while attracting more 21+ drinkers, bringing new creative, partners and innovation to the mix, Sofia summed up.Consistent Brand Priorities for 2026 The priorities are clear and consistent, cco Michelle St Jacques emphasized. With core brands, focus is on Coors Light, Miller Lite and "doubling down" on Coors Banquet. High-end beer is about Blue Moon and Peroni. And beyond beer is targeting oppys with Topo Chico Hard and Simply Spiked, plus Fever-Tree and ZOA. MC's "relentlessly focused" on these priority brands. And "we will push harder, do things differently, and go on the offense to unlock the growth that we all need," she concluded.No New Ceo News "Just Yet"; Made "Significant Progress" in Search "We don't have a new ceo to announce just yet," said outgoing ceo Gavin Hattersley, addressing the elephant in the room to kick off the mtg. The "board is working diligently" and making "significant progress," he said, adding that MC's new ceo will "galvanize our people and our partners around a very clear vision for the company's future."

MC Boosting Banquet, Peroni, Fever-Tree Mktg to Next Levels; Miller Lite & Coors Light Evolution; Jost Back w/ Blue Moon

Publishing Info