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Beerworkers Archive


Post date: 05/26/2011 - 15:31

Molson to Explore New Markets

Molson Canadian in China or Russia? It could become a reality, as Molson Coors Brewing Company looks to expand its sales into non-traditional markets for the company.

Molson Coors, which held its annual general meeting at its historic brewery on Notre Dame St. East in downtown Montreal, told shareholders the company will look to enter new markets and will try to attract new customers in its existing markets to curb a general downward trend in the sales of beer, amid difficult economic climates in the U.S. and Britain. The company’s worldwide beer volume dropped 2.6 per cent in the last year.

Molson Canadian in China or Russia? It could become a reality, as Molson Coors Brewing Company looks to expand its sales into non-traditional markets for the company.

Molson Coors, which held its annual general meeting at its historic brewery on Notre Dame St. East in downtown Montreal, told shareholders the company will look to enter new markets and will try to attract new customers in its existing markets to curb a general downward trend in the sales of beer, amid difficult economic climates in the U.S. and Britain. The company’s worldwide beer volume dropped 2.6 per cent in the last year.

Company CEO Peter Swinburn said the company has started marketing its products in Russia, Ukraine, Vietnam and Spain, all new markets. Except for Spain, where Carling was introduced, the company has been pushing the Coors Light brand, which recently became the No. 1 selling beer in Canada.

“Historically it has been Coors Light, because it’s such a specific beer,” Swinburn said. “With Canadian and Carling, there are other products that are very similar. So we’ll start with Coors Light, but we would put Molson Canadian and Carling into those markets as well.”

Swinburn said the company also hopes to attract more female beer drinkers, specifically in Britain, where only about 11 per cent of women drink beer, compared with the market norm of about 25 to 30 per cent.

The company is also focusing on its core market in Canada by expanding its distribution of Molson M Canada-wide. The product was introduced in Quebec in 2009. The company has also relaunched Molson Export and Molson Canadian, and has seen sales of those beers increase, after they had been on a downward trend for several years.

Wednesday’s annual general meeting was also historic for two reasons: It marked the beginning of the company’s 225th anniversary year, and a seventh generation of the Molson family took the helm of the company’s board of directors. Andrew Molson, 43, was elected chairman of the board. He’ll serve for two years until a member of the Coors family replaces him. As per the merger between Molson and Coors in 2005, the chairmanship is rotated between the Molson and Coors family every two years. The company has two corporate headquarters: Montreal and Denver.