Molson Coors Strengthens its Presence in Bars and Restaurants to Connect with Consumers and Gen Z

Molson Coors is expanding its focus on the on-premise channel (bars and restaurants) to create meaningful experiences for consumers and boost its brands. According to Nels Larsen, Vice President of National Accounts, this channel not only strengthens the brand, but also brings people together during important moments in their lives, such as celebrations or sporting events.

The company has expanded its portfolio with beverages such as Fever Tree, a premium mixer that combines with any spirit and has nearly doubled its partnerships with bar and restaurant chains. This strategy also opens up new opportunities for its high-end beers, such as Peroni and Blue Moon, in hotels, resorts, and upscale restaurants.

Molson Coors has increased its on-premise team by 30% compared to last year, reflecting the importance of creating unique experiences for customers. The goal is also to attract Gen Z consumers over the age of 21, who are looking for novel and “Instagrammable” experiences. An example is the Blue Moon cocktail with vodka, mango puree, and lemonade, which has generated both brand visibility and profits for retail partners.

In addition, the company uses technology to improve the consumer experience, such as the Line Leap app, which allows users to skip lines and place advance orders, offering special promotions at events with brands like Coors Banquet.

Despite the innovation, Molson Coors continues to back draft beer, considered irreplaceable for its flavor and freshness. Brands like Miller Lite, Coors Light, and Coors Banquet lead the on-premise market, with a steady growth in channel participation, according to Nielsen IQ. The company combines these strong brands with local strategies, sports alliances, and visual resources to attract more consumers and strengthen business throughout the chain.

The focus on on-premise allows Molson Coors to connect with consumers in an authentic way, generate sales opportunities for distributors and partners, and consolidate its leadership in the sector.