How Molson Coors Balances Tradition and Innovation to Stay Ahead with Brad Feinberg
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Brad shares how Molson Coors is leveraging AI, localized personalization, and innovative partnerships to drive engagement with a new generation of consumers.
“A lot of our partnerships, especially in sports and music, are localized extensions of a brand. For example, if you’re in the Dallas-Fort Worth area, Miller Lite is the official beer of the Dallas Cowboys.” - Brad Feinberg
Marketing iconic beverage brands in today’s fragmented media landscape demands a balance of tradition and innovation. Molson Coors, home to household names like Coors Light and Miller High Life, is rising to the challenge. From forging impactful partnerships with cultural tastemakers to embracing data-driven personalization, the company is reshaping how beer brands engage modern consumers. In this episode, Brad Feinberg shares how Molson Coors remains a cornerstone of beer culture while evolving with shifting consumer behaviors, offering a unique perspective on the strategies driving its continued success.
Brad Feinberg is the North American VP of Media and Consumer Engagement at Molson Coors, where he leads transformative initiatives for the company’s iconic portfolio of brands. With over 15 years of experience, Brad has spearheaded bold strategies such as establishing in-house creative agencies and advancing first-party data innovations. Renowned for his curiosity and forward-thinking mindset, Brad seamlessly blends the art of storytelling with data-driven insights to forge authentic and impactful connections with consumers.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Evolving Media Strategies in a Fragmented Landscape - Molson Coors adapts to the ever-changing media environment by balancing traditional and modern approaches. While live events like the NFL remain critical touchpoints for brand exposure, the company is increasingly investing in digital platforms and social media to engage younger audiences like Gen Z. By evolving its marketing capabilities and shifting media spend to where consumers are most active, Molson Coors ensures its iconic brands stay relevant. Brad underscores that striking a balance between legacy and innovation is essential for connecting with today’s fragmented audiences.
Tapping into the Creator Economy - In the era of the creator economy, Molson Coors partners with cultural icons like Patrick Mahomes and Lainey Wilson to integrate its brands into moments that matter. Brad explains that these collaborations are built on authenticity, with partners who genuinely align with the brand’s ethos. For example, Lainey Wilson’s Coors Light sponsorship extended seamlessly into her tour, creating natural exposure across her fanbase. This thoughtful approach strengthens trust and builds resonance, enabling Molson Coors to remain part of meaningful cultural conversations while leveraging the immense influence of creators.
Personalization at Scale Through Localized Marketing - Brad highlights how Molson Coors connects with diverse audiences through hyper-localized campaigns. From co-branded messaging with the Dallas Cowboys to event-specific packaging for festivals like Austin City Limits, the company creates campaigns that align with regional pride and cultural events. Advancements in AI have enabled Molson Coors to scale these efforts while maintaining authenticity, ensuring that every touchpoint reflects local relevance. By blending technology with cultural insight, the brand deepens its emotional connection with consumers across markets.
Turning Cultural Insights Into Innovation - Innovation at Molson Coors is driven by cultural listening and consumer behavior. Brad recounts the creation of Happy Thursday, a non-carbonated beverage inspired by a social media trend of removing carbonation from hard seltzers. This unique product meets an untapped demand for flavor-forward, refreshing drinks without the bloat of carbonation. By paying close attention to consumer preferences on social media, Molson Coors transforms real-time insights into category-defining innovation that resonates with its audience.
Meeting Demand for Health-Conscious and Non-Alcoholic Options - With a growing number of consumers seeking healthier alternatives, Molson Coors has expanded its portfolio with non-alcoholic options like Blue Moon 0.0 and Coors Edge. Brad explains that these products provide a way for consumers to enjoy the taste of beer while abstaining from alcohol, allowing them to participate in social occasions without compromise. This move reflects a broader industry shift toward inclusivity and evolving drinking preferences, ensuring Molson Coors remains at the forefront of the beverage market.
Listen to Brad Feinberg on The Speed of Culture podcast to uncover how Molson Coors is transforming the beverage industry through innovative media strategies, cultural collaborations, and customer-focused engagement.
