Since changing its corporate name from Molson Coors Brewing Co to Beverage Co in January 2020, the group has grown its no- & low-alcohol portfolio substantially. According to the VP of non-alc beverages, Kevin Nitz (below), Molson Coors' strategy looks to ‘consider consumers and occasions equally’. While the last few years have seen a steady decline in sales for the beer industry - and overall beverage alcohol - the category has a history of bouncing back. What motivated Molson Coors to pivot to growing its non-alcoholic portfolio with a particular focus on mix
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