The re-launch follows six months of customer research where the company discovered that over 60% saw customer service as the way a drinks wholesaler could real point of difference, 61% viewed product range was an important factor and just 25% of customers cited price as a top consideration when choosing a drinks partner.
Martyn Cozens, director of independent on-premise at Molson Coors, said: “Our extensive research has highlighted that the term ‘wholesale’ does not clearly reflect our offer. People aren’t aware that we do a lot more than just sell great beer. The key point is that we have an industry leading range that meets our customers’ every need.”
Molson Coors has over 2,000 beers, wines, ciders, spirits and soft drinks in its portfolio. Its relaunched identity will be rolled out to the on-trade this month supported by, point of sale, branding and merchandise.