Turning a one-day event into lasting engagement
To enable Molson Coors to achieve its ambition of becoming a top four global brewer, it developed an engagement program that began with a one-day interactive event and led to sustained business growth. Here, Jonathan Fair describes the strategy and its implementation.
The last few years have been challenging for many organizations but the brewing industry has been experiencing additional pressure caused by changing drinker habits. With a significant trend towards drinking at home, added to smoking bans in public places, the exodus of regulars from pubs comes as no surprise. The total trade beer volume in the UK has been in general decline since the 1980s and statistics show that pubs are closing at the rate of 25 every week - not great news for a brewing company.
"Our Brew" defines who we are and how we'll work together.
Molson Coors' response to this challenge is our ambitious vision: to become a top four global brewer in profitability in the next couple of years (we're currently top five). We're committed to driving the beer market forward and supporting customers despite the pressures faced by the brewing industry. We're taking a determined and positive approach to growing our brands and our customers' businesses and we're proud of this ambition.
We embarked on this journey in 2008, starting with insight work at a global level to define Molson Coors' culture. Based on the research findings and our enterprise wide shared values - Excelling, Passion, Integrity and Respect, Quality and Innovation - we developed the "Our Brew" strategy for our business. It is designed to act as the compass that will get us, and keep us, heading in the right direction to achieve our goals. It defines who we are and how we'll work together towards success.
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This article was originally published in Strategic Communication Management.
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