How Molson Coors turns doubters into advocates

This is a guest post from Ferg Devins, Chief Public Affairs Officer at Molson Coors in Canada.

On occasion in social media, our team will bump into comments that suggest that Molson Coors is “less than” what craft or micro brewers can produce.

I am always respectful of opinions that are expressed — but, I just can’t accept what is really a mistruth when it arises.

Molson Coors has some of the finest brewers in the world working for us. But how do you prove this to the “beer snob?”

Well, first of all, I don’t like to call them “beer snobs.” In fact, I call them “beer enthusiasts.” And, if they are willing to roll the dice with us, here’s what we do: We invite them in.

We invite them to visit our brewery, meet the brewer, have a freshly-packaged product right off the line, or participate in a taste panel at the brewery.

Our goal is to show them, first hand, that we are in fact brewers — large ones at that — but truly, honestly, authentic brewers with a passion for quality and mastery of their art. In fact, many of our brewers continue to work on beer innovations in small batches as they test their art as master brewers, passionate about beer.

Stemming from our core belief in the power of one-to-one, we’ve helped a series of detractors move away from their position, to see that we are people, working for a large brewer, with many resources, who share their passion for beer.

With such a wide array of beer on the market, it’s reasonable to assume that there will be many varied tastes and preferences across that range of beer styles, tastes, and profiles.

We respect that, and hopefully beer enthusiasts will gain a greater understanding and respect that we’re brewers too — one drinker at a time.


About Ferg Devins

Ferg Devins is Chief Public Affairs Officer at Molson Coors in Canada. He's been in the beer business in Canada for 28 years with a huge passion for the community and all things social. He was an early adopter and advocate for Molson Coors in the social space and can be followed @MolsonFerg.

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  1. Stacey Smith

    This is a great example of relationships fit into the PR Behavioral Model. It is easy to dismiss an entity (large or small) if one does not have a trustworthy and transparent relationship with someone somehow connected.

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