Molson Coors outlines 2027 sales, marketing investment plans at distributor convention in Las Vegas
TAP•Marketing resets planned for key brands
The company previewed 2027 marketing resets, including:
- a new Coors Light creative platform,
- an update to Miller Lite’s campaign, and
- a refresh for Blue Moon.
2027 commercial strategy previewed in Las Vegas
Molson Coors outlined its 2027 commercial strategy at its annual distributor convention in Las Vegas on Sept. 16, 2026.
- Management flagged higher sales and marketing spend, with more investment behind core brands, fast-growing brands, and value offerings.
- Executives tied the plan to Horizon 2030, positioning it as a shift toward faster execution, localized decisions, and improved control of performance.
