Molson Coors

Predicting future challenges to inform industry reports

With the cost of living crisis setting in, and traditional pubs struggling with closure, Molson Coors decided to look into different behaviours across the ‘lifetime of a drinker’, to understand what may begin to unfold in the uncertain future.

So that we could understand the future challenges of the industry, we set up a large qualitative research programme within the community for a month. We accompanied shopping trips, surveyed in-bar friendship groups, and spoke to members of the trade – all through the expertise of a consultative expert consultant. This brought a fresh angle, informing a new set of bespoke reports and short videos.