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"Principle number 1" behind Molson Coors' recent restructuring is making sure "that we're resourcing the front-end, that we're prioritizing our resources closest to the customer," sales prexy Brian Feiro said at the Beer Insights Seminar on Mon. "We are in a period of change" and "there's a really nice new energy for us" as new ceo Rahul Goyal takes the reins, he added. And among core priorities is driving "stronger sales influence" and mktg decisions that are "better informed by the local market." To advance that notion, co created "a centralized pool of funds" that Brian's sales team has access to. When they "see opportunities locally," they can "decide we want to go and invest in together. That's not something that we've done before," he highlighted. "And I think it's gonna further solidify how important and how local this business is." "47% of Keystone Light Drinkers are Female"; Local Flexibility for Economy Beer Too Co's also more openly calling out economy beer biz as "a priority" and looking to bring that part of the portfolio to life "in ways that we haven't done before," said Brian. That includes enhanced focus and "flexibility to drive" brands like Keystone Light and Miller High Life locally within the broadly regional economy beer landscape. MC ain't just marketing to cash-strapped young men, however. "One of the most interesting stats that I've learned" is that "47% of Keystone Light drinkers are female," Brian exclaimed. "Who had that on their bingo card?" Enhanced efforts on Keystone Light and Miller High Life come as those brands remain soft in 2025 and MC continues to lose ground in economy beer segment after culling many of its brands/SKUs in 2021. Can new emphasis change the picture?Growing On-Premise Share for 3rd Straight Yr; Investing More Behind Banquet On prem also remains a point of emphasis and an area of outperformance for MC, forecasting "our third consecutive year of total share growth" in that channel, Brian said citing Nielsen CGA data. "We've got 5 brands that are growing share" there, he added, including Miller Lite and Coors Light as the #2 and #3 overall brands that are "substantially larger than #4 and #5." Indeed, Miller Lite and Coors Light on-prem $$ sales were down just ~2% each for last 52 wks thru Sep 6 in Nielsen CGA data, both outpacing total beer (-2.8%) in these channels. Despite soft Blue Moon trends, its on-prem distribution has been "very stable" with draft dist "very strong, and we're actually taking share in the on premise." Coors Banquet broadly remains co's primary growth engine and a big priority both on and off prem. MC will continue to "fuel" that brand thru dist expansion, strengthened mktg and investing "differently and more than what we've done in the past."Lessons Learned: Flavor & Energy Biz Ain't Easy; Spirits a "Long Game Business" "Flavor is hard," Brian said bluntly, and "the energy drink business is hard" too. But MC doesn't appear to be backing away from its commitment to either. On flavor side, the consumer "is promiscuous" and "always looking for something new," so "loyalty is a challenge in that segment." Yet MC and Coca-Cola's Red Tree Bevs continue to work "very closely" together and remain "very committed to ensuring that we're moving in the right direction." They still maintain a "regular meeting cadence" and joint sales targets. Asked whether Zoa is on the trajectory that MC initially sought, Brian candidly acknowledged that "no, it's not." There are "some bright spots, but it's been a really tough business." Still, they've found that the brand "can thrive" in large format, so that's been the primary focus (even as c-stores are the work horse channel for energy drinks). And while MC recently took a big writedown on its acquired Blue Run Spirits brand, Brian said that's "just an accounting exercise." Co's still "very committed" to the brand and is "still learning" the spirits biz, which "is a long-game business" at that.

Enhanced Front-End Resources Fueling New Local Activations for MC, per Sales Prexy Feiro; "New Energy"

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