Our Acceleration Plan

In October 2023, Molson Coors Beverage Company introduced its Acceleration Plan, which is designed to build upon the Company’s growth in the years ahead. The Acceleration Plan builds off the successes achieved under its Revitalization Plan implemented in 2019.

The plan centers on five pillars.

Grow core power brand net revenue

Molson Coors plans to consistently grow its core power brand revenue in the years ahead. Its core power brands include Coors Light, Miller Lite, and Coors Banquet in the U.S., as well as leading brands in international markets like Molson trademark in Canada, Carling in the U.K., and Ozujsko in Croatia.

Aggressively premiumize its portfolio

The Company has aggressively premiumized its portfolio, in both Beer and Beyond Beer, to meaningfully change the shape of its product portfolio. With the benefit of major innovation successes, including Madri in the U.K. and Simply Spiked in North America, the Company has increased its brand Net Revenue from its Above Premium portfolio from 23% in 2019 to 28% in 2022. Building on this strength along with compelling new innovations, particularly in Beyond Beer, the Company’s goal is for its Above Premium portfolio to reach approximately one-third of its brand Net Revenue excluding contract brewing, factored and distributor owned brands in the medium term.

Scale and expand in beyond beer

The Company’s Beyond Beer portfolio includes Flavor, Spirits, and Non-Alcoholic. This Beyond Beer portfolio supports the Company’s premiumization efforts and is focused on scalable products in higher-growth segments. From diversified flavor, including winners like Simply Spiked and Arnold Palmer Spiked, to acclaimed whiskey brands under the Coors Spirits Company, to energy drinks through its partnership with Dwayne Johnson’s ZOA Energy, the Company expects its Beyond Beer portfolio to drive about half of its Above Premium net sales revenue growth over the medium term.

Invest in its capabilities

Molson Coors intends to continue to invest in building leading capabilities and efficiencies, including digital transformation, marketing effectiveness, sales execution, and sustainability initiatives. Since 2019, the Company increased aluminum can production capacity, built a new U.S. variety packer, added a can line in Croatia, built a new state-of-the-art brewery in Canada, broke ground on a major modernization in its Golden Colorado brewery, and added flavor production capabilities in the U.S., Canada, and the U.K. The Company’s digital transformation has enhanced the effectiveness of its marketing and sales efforts as well. Continued investments in these capabilities are expected to help drive growth and margin expansion through productivity improvements, operating efficiencies, and cost savings.

Support its people, communities, and planet

The Company recommitted to its core values, the first of which is “Put People First” along with investing in their success and supporting the communities in which it operates globally.


“Over the past few years, we changed how we invest, market, and operate, and we changed our future. Today we believe we are built for growth, we expect growth, and we are delivering growth. We turned around Molson Coors over the past few years, and our focus now is on accelerating the growth we created in the years ahead.”

Gavin Hattersley
President and Chief Executive Officer


“Our long-term growth algorithm anticipates net sales revenue growth, margin expansion, and attractive earnings per share growth, while our expected compelling free cash flow generation supports reinvestment in value creation. As part of our balanced and cohesive approach of prioritizing capital among investing in our business, reducing net debt, and returning cash to shareholders, we are focused on driving compelling returns for shareholders.”

Tracey Joubert
Chief Financial Officer


This web page includes “forward-looking statements” within the meaning of the U.S. federal securities laws. Generally, the words “expects,” “intend,” “goals,” “plans,” “believes,” “continues,” “may,” “anticipate,” “seek,” “estimate,” “outlook,” “trends,” “future benefits,” “potential,” “projects,” “strategies,” and variations of such words and similar expressions identify forward-looking statements, which generally are not historic in nature. Statements that refer to future events or circumstances are forward-looking statements, and include, but are not limited to, Molson Coors’ expectations regarding the revitalization plan, including savings, growth and other financial matters and business trends. Although Molson Coors believes that the assumptions upon which its forward-looking statements are based are reasonable, it can give no assurance that these assumptions will prove to be correct. Important factors that could cause actual results to differ materially from Molson Coors’ historical experience, and present projections and expectations are disclosed in Molson Coors’ filings with the Securities and Exchange Commission (“SEC”). These factors include, among others, Molson Coors’ ability to implement its strategic initiatives, including its ability to successfully and timely innovate beyond beer; general economic, political, credit and/or capital market conditions; Molson Coors’ dependence on the global supply chain and the impacts of supply chain constraints and inflationary pressures; economic, social and other conditions in Molson Coors’ markets; loss, operational disruptions or closure of a major brewery or other key facility; cybersecurity incidents impacting our information systems; Molson Coors’ reliance on brand image, reputation, product quality, and the protection the impact of its intellectual property; constant evolution of the global beer industry and the broader alcohol market; competition in Molson Coors’ markets; changes in the social acceptability, perceptions and the political view of the beverage categories in which Molson Coors’ operates; ESG issues; climate change and other weather events; inadequate supply or availability of quality water; Molson Coors’ reliance on third party service providers and internal and outsourced systems; impact of the coronavirus pandemic; increased competition resulting from further consolidation of brewers, competitive pricing and product pressures; health of the beer industry and Molson Coors’ brands in its markets; Molson Coors’ ability to maintain manufacturer/distribution agreements; Molson Coors’ debt financial and operating covenants and restrictions; deterioration in Molson Coors’ credit rating; impairments of the carrying value of Molson Coors’ goodwill and other intangible assets; the estimates and assumptions on which Molson Coors’ financial projections are based may prove to be inaccurate; Molson Coors’ our reliance on a small number of suppliers; termination or changes of one or more manufacturer, distribution or production agreements, or issues caused by Molson Coors’ dependence on the parties to these agreements; unfavorable outcomes of legal or regulatory matters; Molson Coors’ operations in developing and emerging markets; changes to the regulation of the distribution systems for Molson Coors’ products; fluctuations in foreign exchange rates; changes in tax, environmental, trade or other regulations or failure to comply with existing licensing, trade and other regulations; joint venture operation; failure to successfully identify, complete or integrate attractive acquisitions and joint ventures into Molson Coors’ existing operations; and other risks discussed in Molson Coors’ filings with the SEC, including its most recent Annual Report on Form 10-K and its Quarterly Reports on Form 10-Q. All forward-looking statements on this web page are expressly qualified by such cautionary statements and by reference to the underlying assumptions. You should not place undue reliance on forward-looking statements, which speak only as of the date they are made. Molson Coors does not undertake to update forward-looking statements, whether as a result of new information, future events or otherwise.