Molson Coors: Embedding the ‘Our Brew’ cultural framework

L ike the rest of the brewing industry, in the past few years Molson Coors has been experiencing strong financial pressure caused by rapid tax inflation on beer, changing drinking habits and an exodus of regulars from pubs. Our response to this challenge is an ambitious vision: to become a top four global brewer in terms of profitability in the next couple of years (we’re currently number five).