Shared research study link
Molson Coors Brand Perception in Canada
Understand how Canadian consumers perceive Molson Coors brands and their positioning in the competitive beer market
Study Overview
Updated Jan 18, 2026
Research question: Understand how Canadian consumers perceive Molson Coors’ portfolio (Molson Canadian vs. U.S. brands), the “beyond beer” push, and the real drivers of beer choice; Group: n=6 Canadian beer shoppers (27–51) across QC/AB/BC, mix of urban professionals and trades.
They described Molson Canadian as nostalgic and situational (rinks/BBQs) but said its authenticity feels diluted inside a U.S.-centred portfolio; they still buy pragmatically on price/convenience, and connection strengthens only with tangible local proof (brewed-in-Canada, jobs, bilingual QC labels, returnables, community/environmental stewardship).
Beyond beer landed as skeptical/indifferent: tolerated for convenience but seen as trend-chasing with risks of brand dilution, SKU sprawl, crowding out locals, and subsidizing experiments via higher beer prices; they want clear sugar/origin labeling, steady beer quality, fair pricing, and sustainable packaging.
At the shelf, decisions are led by taste/drinkability, price/promotions (incl. loyalty), freshness/cold stock and occasion fit; Canadian identity is a tie-breaker, and clear, bilingual labeling and practical formats (12s, tallboys, returnables) reduce friction.
Main insights: Proof beats posture-symbolic Canadiana no longer converts without verifiable local operations and sustainability; core lager quality, value, and freshness discipline are non-negotiable; portfolio sprawl erodes trust unless simplified and transparent.
Takeaways: Implement “Proof over posture” on-pack (brew city, jobs in Canada, visible pack date; clear French in QC), protect core beer quality/price and cold-chain freshness, and align price ladders/promos with key retailers (e.g., PC Optimum).
Prune and clean up RTD/seltzer SKUs (focus on low-sugar citrus, disclose sugar/origin; limited, credible whisky with provenance or partner distiller), expand returnables and ring-free packaging, and deploy occasion-led cold displays (Rink/BBQ/Camping) to win default choices.
They described Molson Canadian as nostalgic and situational (rinks/BBQs) but said its authenticity feels diluted inside a U.S.-centred portfolio; they still buy pragmatically on price/convenience, and connection strengthens only with tangible local proof (brewed-in-Canada, jobs, bilingual QC labels, returnables, community/environmental stewardship).
Beyond beer landed as skeptical/indifferent: tolerated for convenience but seen as trend-chasing with risks of brand dilution, SKU sprawl, crowding out locals, and subsidizing experiments via higher beer prices; they want clear sugar/origin labeling, steady beer quality, fair pricing, and sustainable packaging.
At the shelf, decisions are led by taste/drinkability, price/promotions (incl. loyalty), freshness/cold stock and occasion fit; Canadian identity is a tie-breaker, and clear, bilingual labeling and practical formats (12s, tallboys, returnables) reduce friction.
Main insights: Proof beats posture-symbolic Canadiana no longer converts without verifiable local operations and sustainability; core lager quality, value, and freshness discipline are non-negotiable; portfolio sprawl erodes trust unless simplified and transparent.
Takeaways: Implement “Proof over posture” on-pack (brew city, jobs in Canada, visible pack date; clear French in QC), protect core beer quality/price and cold-chain freshness, and align price ladders/promos with key retailers (e.g., PC Optimum).
Prune and clean up RTD/seltzer SKUs (focus on low-sugar citrus, disclose sugar/origin; limited, credible whisky with provenance or partner distiller), expand returnables and ring-free packaging, and deploy occasion-led cold displays (Rink/BBQ/Camping) to win default choices.
Participant Snapshots
6 profiles
Fiona Cameron
Fiona Cameron, 51, is a part-time tech operations and documentation coordinator in Airdrie, Alberta. Conservative, budget-conscious homeowner (<$25k income), single, enjoys taekwondo, baking, painting, genealogy, and community volunteering.
Neil Ramkissoon
"Neil Ramkissoon, a 38-year-old South Asian Canadian man in Lévis, QC, is a married, no-children maintenance technician in mining, bilingual (French/English), earning $50–$74k and valuing reliability, skiing, board games and volunteering."
Hannah I. Martin
Hannah I. Martin, 31, is a Canadian woman in Terrebonne, QC: a divorced, childless sales/office coordinator in retail, homeowner in a rural setting (income $25–49k) who values practicality, DIY, gardening and community theater.
Owen Clarke
Gabrielle Reyes
Gabrielle Reyes is a 34-year-old Filipino-Canadian woman in Edmonton, married with no children, a bilingual (EN/FR) commercial-lines insurance account manager earning $100–$149k, community-minded and transit-first.
Sophie Kim
Sophie Kim, 44, Montréal homeowner married with no children, unemployed communications professional rebuilding her portfolio. Suburban, budget-conscious DIYer and community-minded, income under $25k, favors local, durable goods.
Fiona Cameron
Fiona Cameron, 51, is a part-time tech operations and documentation coordinator in Airdrie, Alberta. Conservative, budget-conscious homeowner (<$25k income), single, enjoys taekwondo, baking, painting, genealogy, and community volunteering.
Neil Ramkissoon
"Neil Ramkissoon, a 38-year-old South Asian Canadian man in Lévis, QC, is a married, no-children maintenance technician in mining, bilingual (French/English), earning $50–$74k and valuing reliability, skiing, board games and volunteering."
Hannah I. Martin
Hannah I. Martin, 31, is a Canadian woman in Terrebonne, QC: a divorced, childless sales/office coordinator in retail, homeowner in a rural setting (income $25–49k) who values practicality, DIY, gardening and community theater.
Owen Clarke
Gabrielle Reyes
Gabrielle Reyes is a 34-year-old Filipino-Canadian woman in Edmonton, married with no children, a bilingual (EN/FR) commercial-lines insurance account manager earning $100–$149k, community-minded and transit-first.
Sophie Kim
Sophie Kim, 44, Montréal homeowner married with no children, unemployed communications professional rebuilding her portfolio. Suburban, budget-conscious DIYer and community-minded, income under $25k, favors local, durable goods.
Overview
0 participants
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Demographic Overview
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Participant Incomes
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Source: U.S. Census Bureau, 2022 ACS 1-year (Table B19001; >$200k evenly distributed for comparison)
Media Ingestion
Connections appear when personas follow many of the same sources, highlighting overlapping media diets.
Questions and Responses
3 questions
Response Summaries
3 questions
Word Cloud
Question Summary
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Summary
Themes
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Outliers
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Persona Correlations
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Overview
Molson Canadian is widely perceived as a situational, nostalgia-linked beer (hockey, BBQs, group occasions) and a pragmatic purchase rather than a deeply emotional, civic brand. Ownership by a larger U.S.-centred portfolio and visible SKU expansion (seltzers/RTDs/spirits) have weakened the authenticity of Canadiana claims for many respondents; however, this rarely triggers outright rejection - price, convenience, freshness and drinkability remain dominant purchase drivers. Across demographics there is a consistent demand for tangible, verifiable local signals (brewing/jobs in Canada, bilingual packaging in QC, returnable bottles, community sponsorships and environmental metrics) as the primary route to rebuild stronger positive connections. Extensions beyond core beer are generally tolerated for specific occasions but are seen as potential brand dilution and a threat to shelf space for local craft makers.
Total responses: 18
Key Segments
| Segment | Attributes | Insight | Supporting Agents |
|---|---|---|---|
| Quebec / French-language-sensitive shoppers |
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Bilingual packaging and demonstrable local production/jobs are purchase triggers; symbolic Canadiana (maple leaf creative) is insufficient. Clear French on-pack and retailer-level availability are decisive. | Neil Ramkissoon, Hannah I. Martin, Sophie Kim |
| Alberta residents with local loyalty concerns |
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Alberta respondents demand tangible, provincially-relevant commitments (minor-hockey sponsorships, Alberta-focused investments). Without these, Canadiana messaging is read as marketing theatre. | Gabrielle Reyes, Fiona Cameron |
| Younger urban professionals (≤34, urban centres like Vancouver/Edmonton) |
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Prioritise taste, freshness and convenience; treat Molson Canadian as an occasional, utilitarian choice for crowds or events and prefer local craft or micros for regular drinking. | Owen Clarke, Gabrielle Reyes, Hannah I. Martin |
| Lower-income, price-sensitive shoppers |
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Nostalgic recognition exists but purchases are driven by sales, price-per-can and convenience. These consumers will buy Molson Canadian primarily on deal or availability and respond to visible local commitments only when they align with price/value. | Fiona Cameron, Sophie Kim |
| Trade / industrial workers (metals, mining, maintenance) |
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Decisions follow pragmatic rules - check pack/brew date, price/per-can calculation, ABV and drinkability. Gimmicky extensions are disliked; preference for clearly labelled, regionally-brewed options when available. | Neil Ramkissoon, Owen Clarke |
| Middle/high-income urban professionals |
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Selective consumers who value craftsmanship and provenance; willing to pay slightly more for authentic local character, but critical of inauthentic Canadiana creative and wary of brand dilution from SKU sprawl. | Owen Clarke, Gabrielle Reyes |
Shared Mindsets
| Trait | Signal | Agents |
|---|---|---|
| Nostalgia-linked situational use | Molson Canadian is commonly tied to hockey, backyard BBQs and events; it is often chosen for those specific moments rather than as the everyday beer. | Fiona Cameron, Sophie Kim, Owen Clarke, Gabrielle Reyes, Neil Ramkissoon, Hannah I. Martin |
| Pragmatic purchase drivers dominate | Price, convenience/availability, coldness and taste/freshness outweigh emotional brand heritage in buying decisions across segments. | Fiona Cameron, Owen Clarke, Hannah I. Martin, Sophie Kim, Neil Ramkissoon, Gabrielle Reyes |
| Skepticism toward symbolic Canadiana marketing | Maple-leaf creative and patriotic messaging is frequently read as superficial unless accompanied by verifiable local operations, jobs or community investment. | Fiona Cameron, Gabrielle Reyes, Owen Clarke, Sophie Kim |
| Preference for local/craft as everyday choice | Many reserve Molson Canadian for guests or large occasions and choose local micros for daily drinking when seeking character or to support local makers. | Sophie Kim, Owen Clarke, Neil Ramkissoon, Gabrielle Reyes, Hannah I. Martin |
| Demand for tangible local proof | Consumers consistently look for concrete signals - brewing in Canada, Canadian jobs, bilingual labels in QC, returnable bottles and environmental metrics - rather than symbolic advertising. | Hannah I. Martin, Neil Ramkissoon, Gabrielle Reyes, Fiona Cameron |
| Skepticism about beyond-beer extensions | Hard seltzers, RTDs and spirit extensions are largely met with indifference or suspicion and are seen as trend-chasing or shelf-space crowding unless clearly differentiated and relevant. | Sophie Kim, Hannah I. Martin, Owen Clarke, Gabrielle Reyes, Neil Ramkissoon, Fiona Cameron |
Divergences
| Segment | Contrast | Agents |
|---|---|---|
| Quebec shoppers vs. Anglophone/other provinces | Quebec respondents place higher purchase importance on French-language packaging and regional retail presence; outside QC, bilingualism is less frequently cited and other signals (community investment, provenance) gain relative weight. | Neil Ramkissoon, Hannah I. Martin, Sophie Kim |
| Younger urban professionals vs. Middle/high-income urban professionals | Both value freshness and quality, but younger urban professionals are more likely to treat Molson Canadian as an occasional, mass-market choice and favour craft for everyday drinking, while higher-income professionals may pay modest premiums for provenance but remain critical of inauthentic brand claims. | Owen Clarke, Gabrielle Reyes |
| Lower-income shoppers vs. higher-income shoppers | Lower-income respondents are highly deal-driven and pragmatic (purchase on sale/availability), whereas higher-income respondents exercise selectivity - willing to pay for perceived local quality but skeptical of performative marketing. | Fiona Cameron, Sophie Kim, Gabrielle Reyes, Owen Clarke |
| Trade/industrial workers vs. craft-oriented consumers | Trade workers apply strict practical criteria (pack date, ABV, price) and reject gimmicks; craft-oriented consumers prioritize flavor, provenance and supporting local breweries, making them more sensitive to authenticity signals. | Neil Ramkissoon, Owen Clarke, Sophie Kim |
| Respondents tolerant of extensions vs. respondents who see dilution | A minority will tolerate RTDs/seltzers for specific occasions, but many respondents across ages and incomes view these extensions as potential brand dilution and harmful to local craft visibility. | Sophie Kim, Hannah I. Martin, Owen Clarke, Gabrielle Reyes |
Creating recommendations…
Generating recommendations…
Taking longer than usual
Recommendations & Next Steps
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Overview
Canadian drinkers still pick Molson Canadian for taste/drinkability, price and convenience, not symbolism. The brand’s Canadian icon story feels thinner inside a U.S.-centred portfolio, and maple-leaf marketing alone won’t fix it. What will: tangible, local proof (brew city on-pack, Canadian jobs, bilingual labels in QC, returnables, visible community and environmental stewardship). Beyond beer is tolerated for occasions but risks brand dilution; keep it clean, transparent, limited so it doesn’t crowd out core beer or local makers. Near-term focus: make proof visible on-pack/in-store, protect core lager quality/freshness, align price/promos, and prune RTD/Seltzer SKUs to simple, low-sugar options.
- North Star: Proof over posture - show where it’s brewed, how it drinks, and how it supports local communities.
- Guardrails: steady beer quality, fair pricing, clear/bilingual labels, sustainable packaging.
Quick Wins (next 2–4 weeks)
| # | Action | Why | Owner | Effort | Impact |
|---|---|---|---|---|---|
| 1 | On-pack clarity upgrade (brew city, pack date, bilingual in QC) | Shoppers want verifiable local proof and freshness at shelf; QC buyers need clear French. | Packaging Ops + Legal/Regulatory + Regional Marketing (QC) | Low | High |
| 2 | Returnables and packaging hygiene push | Returnable bottles and less plastic address sustainability concerns and nudge choice when products are similar. | Sustainability + Supply Chain + Brand | Med | Med |
| 3 | Price/promo guardrails with major retailers (incl. PC Optimum) | Purchase is deal-driven; clear ladders and targeted offers convert ties without eroding value. | Revenue Management + Sales (Retail) | Low | High |
| 4 | Core freshness signal at shelf | A visible pack date and cold placement cue quality and reduce "dusty pack" rejection. | Sales (Retail Execution) + Category Management | Low | Med |
| 5 | RTD/Seltzer transparency label (sugar, calories, origin) | Consumers are skeptical; clean label reduces confusion/concern and limits headache/sweetness complaints. | R&D + Regulatory + Brand | Low | Med |
| 6 | Occasion-led cold displays (BBQ/Rink/Camping safe-picks) | Choice is occasion-driven; simple, clearly named sets make the default pick easy. | Shopper Marketing + Sales | Low | Med |
Initiatives (30–90 days)
| # | Initiative | Description | Owner | Timeline | Dependencies |
|---|---|---|---|---|---|
| 1 | Proof Not Posture: Authenticity Platform | Standardize an on-pack and digital proof system: Brewed in [City, Province], job-count statement, bilingual compliance in QC, QR to water stewardship and community sponsorships; include returnables info. Replace vague patriotism with auditable facts. | Brand + Corp Affairs + Packaging Ops | Design in 0–60 days; roll to top 80% of volume by 6 months | Regulatory review (bilingual/claims), Data from Supply Chain/HR (brew sites, jobs), QR content hosting (IT/Web) |
| 2 | Core Lager Quality & Freshness Program | Implement a Cold, Clean Guarantee: unified pack-date placement/font, freshness thresholds, cold-chain audits, and retailer tools (cold facings, rotation). Train reps to remove stale packs and track OOS/cold compliance. | Quality + Sales (Retail Execution) + Category Management | Pilot in 2 provinces within 90 days; national scale in 6–9 months | Retailer buy-in for cold space, Field audit tooling, Reverse logistics for stale product |
| 3 | Occasion Architecture & Pack/Price Design | Define 4 key occasions (Hockey/Rink, BBQ/Backyard, Camping/Lake, Après‑shovel/Winter) with crisp, mid‑ABV lagers in right formats (12s, tallboys). Align price ladders and loyalty offers (e.g., PC Optimum) to win tie-breaks. | Revenue Management + Shopper Marketing + Insights | Blueprint in 60 days; retailer resets in 3–6 months | Retail planogram windows, Pack-supply lead times, Promo calendar integration |
| 4 | Beyond-Beer Guardrails & Simplification | Cap SKUs, focus on clean, low-sugar citrus variants, publish sugar/calorie/origin; set sensory standards to avoid "perfume" notes. For whiskey, provide transparent provenance or partner with a credible local distiller; do limited, seasonal runs. | Portfolio Strategy + R&D + Regulatory | SKU review in 60 days; reformulations and delists by 4–6 months | Sensory testing panels, Supply contracts renegotiation, Label updates and approvals |
| 5 | Regional Proof: QC Labeling Excellence & AB Community Footprint | QC: ensure clear French, origin clarity, and local-brew prominence. AB: visible minor-hockey sponsorships, water stewardship reporting, and in-store proof signage. Publish province-level scorecards semiannually. | Regional Marketing (QC/AB) + Corp Affairs | QC compliance audit in 45 days; AB sponsorship calendar live by 90 days | Legal (Bill 96/label rules), Local partnerships, POS production |
| 6 | Sustainable Packaging Scale-Up | Expand returnable bottles, remove plastic rings, increase recycled content, and message it in-aisle. Track ‘blue bag’ reduction to address waste concerns and reinforce authenticity via tangible action. | Sustainability + Supply Chain + Procurement | Roadmap in 90 days; staged rollouts over 6–12 months | Supplier capabilities, Retailer acceptance, Reverse logistics capacity |
KPIs to Track
| # | KPI | Definition | Target | Frequency |
|---|---|---|---|---|
| 1 | On-pack Proof Coverage | Share of volume with standardized brew city, visible pack date, and (in QC) fully compliant bilingual labels | ≥80% of volume in 6 months; 100% in 12 months | Monthly |
| 2 | Perceived Authenticity Lift | Brand tracker score for ‘authentically Canadian’ and ‘supports local jobs/community’ | +5 pts in 12 months vs baseline | Quarterly |
| 3 | Core Lager Health | Repeat rate and velocity for Molson Canadian in top retailers; freshness compliance (% within target days-on-shelf) | +2 pts repeat; ≥95% freshness compliance in 9 months | Monthly |
| 4 | Promo Efficiency | Lift per promo and % sales on deal (incl. PC Optimum) without degrading base price perception | ≥20% average lift; maintain base price fairness index ≥ prior year | Monthly |
| 5 | RTD/Seltzer Simplification & Clean Label | SKU count reduction and share of RTD/Seltzer SKUs ≤3g sugar/355ml with origin disclosed | -30% SKUs; ≥70% clean-label share in 9 months | Monthly |
| 6 | Sustainable Packaging Mix | Share of volume in returnables/recyclable high-content formats; plastic ring elimination rate | +5pp returnables in 12 months; 100% plastic ring-free by 9 months | Quarterly |
Risks & Mitigations
| # | Risk | Mitigation | Owner |
|---|---|---|---|
| 1 | Packaging and labeling changes increase cost/complexity | Phase updates on top-volume SKUs first; bundle with promo windows; negotiate supplier terms; track ROI via conversion and reduced returns | Packaging Ops + Procurement |
| 2 | Retailer resistance to cold-space, planogram or SKU cuts | Provide data-backed category stories (velocity, waste reduction); trade funding tied to compliance; pilot in select banners before scaling | Sales (Key Accounts) + Category Management |
| 3 | Sugar reduction/reformulation harms taste and repeat | Iterative sensory testing with target consumers; A/B in limited geos; maintain ‘classic’ options while introducing ‘clean’ variants | R&D + Insights |
| 4 | Authenticity efforts read as performative | Publish audited local metrics (jobs, water) and show third-party verification; keep claims precise and conservative | Corp Affairs + Legal |
| 5 | Internal portfolio tension (US-led priorities vs Canadian needs) | Build a financial case for Canada-specific proof and QC investments (share/velocity, waste savings); align to corporate ESG goals | GM Canada + Finance |
| 6 | Perception of crowding out local makers | Adopt SKU caps in RTD; co-sponsor local events with craft partners; communicate retailer-neutral category growth role | Portfolio Strategy + Corp Affairs |
Timeline
0–90 days: Quick wins (on-pack clarity, freshness cues, promo guardrails), QC labeling audit, RTD transparency labels, SKU review kickoff.
90–180 days: Launch Proof Not Posture on top SKUs, pilot Cold, Clean Guarantee in 2 provinces, execute occasion-led displays, implement initial RTD/SKU rationalization, begin returnables scale-up.
6–12 months: Nationalize freshness program, complete on-pack proof across portfolio, expand sustainability changes (ring-free, returnables), publish province-level community/water scorecards, refine price ladders and clean-label RTD set.
90–180 days: Launch Proof Not Posture on top SKUs, pilot Cold, Clean Guarantee in 2 provinces, execute occasion-led displays, implement initial RTD/SKU rationalization, begin returnables scale-up.
6–12 months: Nationalize freshness program, complete on-pack proof across portfolio, expand sustainability changes (ring-free, returnables), publish province-level community/water scorecards, refine price ladders and clean-label RTD set.
Research Study Narrative
Molson Coors Brand Perception in Canada - Executive Synthesis
Objective and context: Understand how Canadian consumers perceive Molson Coors brands and their positioning. Across all interviews, Molson Canadian retains a ritualized place (rinks, BBQs, road trips), yet its emotional claim as a Canadian icon has thinned within a larger U.S.-centred portfolio. Purchase behaviour is pragmatic: taste/drinkability, price/promotions, freshness, and occasion trump symbolism. Extensions “beyond beer” are tolerated for convenience but often read as trend‑chasing and inauthentic.
Question‑level learnings (with evidence):
- Icon weakened, not rejected: Respondents will still buy Molson Canadian for convenience and familiarity-“I’ll still drink it if it’s cold and nearby... Loyalty is gone. Convenience wins.” (Owen Clarke)-but few purchase from civic pride. Fiona Cameron captured the authenticity dip: “more like a global spreadsheet... I’m buying a brand costume.”
- Proof over posture: Concrete, local evidence (brewing in Canada, jobs, bilingual labels, returnables, community/environmental stewardship) matters more than maple‑leaf creative. “I care more about jobs here and where the beer is brewed, and I like the returnable bottles.” (Hannah I. Martin)
- Beyond beer skepticism: Typical reaction is indifferent or negative. Canned cocktails are “too sweet” and “a bit fake” (Hannah I. Martin); whiskey from a beer company “reads like costume play.” (Sophie Kim) Risks cited: brand dilution, SKU sprawl crowding out local makers (“brand soup,” Gabrielle Reyes), and subsidizing experiments via beer pricing.
- Real purchase drivers: “Taste: crisp, dry, no syrupy finish.” (Owen Clarke) Price and points move choices-“whatever mainstream Canadian 12‑pack is on sale with points at Superstore.” (Fiona Cameron) Freshness cues (pack date, cold stock) and practical packaging/format decisions (12 vs 24; returnables) routinely decide the shelf moment.
Persona correlations and regional nuances
- Quebec/French‑sensitive shoppers: Clear French and origin on pack are decisive. “If I have to squint at tiny English, forget it.” (Neil Ramkissoon) Acceptance of extensions is conditional on local jobs and price fairness.
- Alberta localists: Demand visible, province‑relevant commitments (minor‑hockey sponsorships, water stewardship). Without this, Canadiana reads as theatre (Gabrielle Reyes, Fiona Cameron).
- Younger urban professionals: Treat Molson Canadian as a situational, utilitarian choice; prefer local micros for everyday drinking. Will toss mixed packs “because easy” for camping/park hangs (Owen Clarke).
- Price‑sensitive shoppers: Deal‑driven, move on small price gaps and loyalty offers (PC Optimum callouts). Local origin acts as a tie‑breaker when value aligns.
- Trade/industrial workers: Rule‑based decisions: pack date, per‑can math, ABV, and drinkability; reject gimmicks and unclear labelling.
Implications and recommendations
- Make authenticity auditable: Standardize on‑pack proof-Brewed in [City, Province], visible pack date, returnables icon, and bilingual clarity in QC. Link to water stewardship and community sponsorships via QR.
- Protect core lager quality/freshness: Institute a “Cold, Clean Guarantee” with unified date coding, cold‑chain audits, and shelf rotation training; remove “dusty” packs.
- Win the tie at shelf: Occasion‑fit formats (12s, tallboys) and clear price ladders; align with key promos and loyalty (e.g., PC Optimum) without eroding base price fairness.
- Beyond‑beer guardrails: Prune SKUs; focus on clean, low‑sugar citrus variants with transparent sugar/calorie/origin labelling. For whiskey, disclose provenance or partner locally; keep runs limited/seasonal.
- Regional proof programs: QC labelling excellence and origin prominence; AB minor‑hockey sponsorships and in‑store proof signage.
Risks and mitigations
- Cost/complexity of packaging updates: Phase by top‑volume SKUs; tie to promo windows and track conversion ROI.
- Retailer resistance (cold space, SKU cuts): Bring velocity/waste data; pilot with select banners before scaling.
- Authenticity efforts read as performative: Publish audited local metrics (jobs, water); keep claims precise.
- RTD reformulation risks: Iterative sensory testing and limited geo A/B; maintain “classic” options alongside “clean” variants.
Next steps and measurement
- 0–90 days: Launch on‑pack proof pilots (brew city, pack date; QC bilingual audit). Implement freshness cues and retail rotation. Apply RTD transparency labels. Begin SKU review.
- 90–180 days: Scale “Cold, Clean Guarantee” pilots to two provinces; execute occasion‑led packs/price ladders and loyalty offers; delist lowest‑velocity RTDs/seltzers.
- 6–12 months: Nationalize on‑pack proof across 80–100% of volume; expand returnables; publish province‑level community/water scorecards.
- KPI guardrails: On‑pack Proof Coverage (≥80% volume in 6 months); Perceived Authenticity (+5 pts); Core Lager Health (repeat +2 pts; ≥95% freshness compliance); Promo Efficiency (≥20% lift; stable base price fairness); RTD/Seltzer Simplification (−30% SKUs; ≥70% clean‑label share).
North Star: Proof, not posture-show where it’s brewed, how it drinks, and how it supports local communities.
Recommended Follow-up Questions
Updated Jan 18, 2026
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Please rate each brand on the following attributes (1=Poor, 5=Excellent): drinkability, value for money, authenticity, Canadian-ness, availability/freshness. Brands: Molson Canadian, Coors Light, Bud Light, a leading local craft lager you buy.matrix Quantifies relative positioning vs key competitors to prioritize attribute messaging and investment.
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When competing beers are otherwise similar, which on-pack statements would most influence your choice? Select best and worst repeatedly from: Brewed in Canada; Brewed in my province/city; Clearly printed pack date; Returnable bottles available; Plastic-free/fully recyclable packaging; Carbon footprint disclosed; Ingredient/sourcing transparency; Fully bilingual label with clear info; Cold-chain certified; Brewed with Canadian barley.maxdiff Prioritizes most persuasive on-pack proof points for packaging and claims strategy.
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What price difference (in CAD per 12-pack) between your preferred beer and a comparable alternative would make you switch to the cheaper option?numeric Sets promotional thresholds and everyday pricing strategy to minimize switching and optimize margins.
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For non-beer products (seltzers/RTDs/spirits), which approach should Molson Coors take?single select Informs portfolio architecture to reduce dilution risk while meeting non-beer demand.
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How well does each brand fit the following occasions? Rate 1=Not at all, 5=Perfect fit. Brands: Molson Canadian, Coors Light, Bud Light, a leading local craft lager you buy. Occasions: backyard BBQ; watching hockey; camping; restaurant/pub night; bringing to a party; solo evening at home.matrix Identifies occasion ownership to guide media, pack formats, and channel focus.
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What factors would make you choose returnable bottles over cans for a mainstream lager? Select all that apply: lower price than cans; same price as cans; easier deposit return at retailer; more drop-off locations; perceived fresher taste; stronger environmental impact; available in 12-pack; available in 24-pack; sturdier packaging; ability to earn loyalty points; nothing would change my choice.multi select Guides returnables rollout levers across pricing, convenience, and availability.
Limit brand lists to those respondents actually buy to maintain validity with small samples. For the single_select non-beer approach, include options: do not participate; separate sub-brands; partner/co-brand; distribute third-party; extend beer brands.
Study Overview
Updated Jan 18, 2026
Research question: Understand how Canadian consumers perceive Molson Coors’ portfolio (Molson Canadian vs. U.S. brands), the “beyond beer” push, and the real drivers of beer choice; Group: n=6 Canadian beer shoppers (27–51) across QC/AB/BC, mix of urban professionals and trades.
They described Molson Canadian as nostalgic and situational (rinks/BBQs) but said its authenticity feels diluted inside a U.S.-centred portfolio; they still buy pragmatically on price/convenience, and connection strengthens only with tangible local proof (brewed-in-Canada, jobs, bilingual QC labels, returnables, community/environmental stewardship).
Beyond beer landed as skeptical/indifferent: tolerated for convenience but seen as trend-chasing with risks of brand dilution, SKU sprawl, crowding out locals, and subsidizing experiments via higher beer prices; they want clear sugar/origin labeling, steady beer quality, fair pricing, and sustainable packaging.
At the shelf, decisions are led by taste/drinkability, price/promotions (incl. loyalty), freshness/cold stock and occasion fit; Canadian identity is a tie-breaker, and clear, bilingual labeling and practical formats (12s, tallboys, returnables) reduce friction.
Main insights: Proof beats posture-symbolic Canadiana no longer converts without verifiable local operations and sustainability; core lager quality, value, and freshness discipline are non-negotiable; portfolio sprawl erodes trust unless simplified and transparent.
Takeaways: Implement “Proof over posture” on-pack (brew city, jobs in Canada, visible pack date; clear French in QC), protect core beer quality/price and cold-chain freshness, and align price ladders/promos with key retailers (e.g., PC Optimum).
Prune and clean up RTD/seltzer SKUs (focus on low-sugar citrus, disclose sugar/origin; limited, credible whisky with provenance or partner distiller), expand returnables and ring-free packaging, and deploy occasion-led cold displays (Rink/BBQ/Camping) to win default choices.
They described Molson Canadian as nostalgic and situational (rinks/BBQs) but said its authenticity feels diluted inside a U.S.-centred portfolio; they still buy pragmatically on price/convenience, and connection strengthens only with tangible local proof (brewed-in-Canada, jobs, bilingual QC labels, returnables, community/environmental stewardship).
Beyond beer landed as skeptical/indifferent: tolerated for convenience but seen as trend-chasing with risks of brand dilution, SKU sprawl, crowding out locals, and subsidizing experiments via higher beer prices; they want clear sugar/origin labeling, steady beer quality, fair pricing, and sustainable packaging.
At the shelf, decisions are led by taste/drinkability, price/promotions (incl. loyalty), freshness/cold stock and occasion fit; Canadian identity is a tie-breaker, and clear, bilingual labeling and practical formats (12s, tallboys, returnables) reduce friction.
Main insights: Proof beats posture-symbolic Canadiana no longer converts without verifiable local operations and sustainability; core lager quality, value, and freshness discipline are non-negotiable; portfolio sprawl erodes trust unless simplified and transparent.
Takeaways: Implement “Proof over posture” on-pack (brew city, jobs in Canada, visible pack date; clear French in QC), protect core beer quality/price and cold-chain freshness, and align price ladders/promos with key retailers (e.g., PC Optimum).
Prune and clean up RTD/seltzer SKUs (focus on low-sugar citrus, disclose sugar/origin; limited, credible whisky with provenance or partner distiller), expand returnables and ring-free packaging, and deploy occasion-led cold displays (Rink/BBQ/Camping) to win default choices.
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