In an interview published in the company’s Behind the Beer blog, Gavin Hattersley, CEO, Molson Coors Beverage Co., outlined his plans to win back drinkers.
Part of the plan is a new advertising campaign for Miller 64 and the launch of limited-edition Miller Lite offline cans. Another part is to “transform its portfolio of above-premium brands” as well as building non-alcohol and cannabis lines.
One reason he expects success is because there will be “way more focus. We’ve consolidated to just two business units. We’re going to be much quicker from a decision-making process point of view. The lines between the required decision and decision-maker are going to be much shorter. You’ll see that contribute quite significantly to us moving much faster than we have before, and we will take a bit more risk than we ever have before.”
Both Miller lite and Coors Light will get more investment, he said.
Arnold Palmer Spiked sold 1.5 million cases in 2019. “That’s a big brand,” he said. Lookig at other innovations, he noted Saint Archer Gold has given distributors a brand that is directly competitive with Michelob Ultra. “The stars are aligned for” Saint Archer Gold “to do very well, he said.
“What gives me the hope” about the future “is the quality of the ideas coming out of our organization and the talented people we have to bring them to life. The fact we’re going to be able to put the required funds behind those ideas,” he said, adding:
“The fact that we’re moving quicker. The fact we’re willing to take more risks, and we’re clearly demonstrating that. The issue is not going to be coming up with ideas to put money behind, but how to execute against all ideas we’ve got. We’ve got more than 10 new campaigns, some of which already have launched and more than 10 new innovations coming in 2020. We’re not short of ideas.”