Molson Coors unveils new identity as it seeks to move beyond beer

Molson Coors has unveiled a new corporate logo and corporate identity, as the company aims to ‘move beyond beer’ into new beverage categories.

The company will now be known as Molson Coors Beverage Company, and the firm says that the new identity is “designed to balance the heritage of the Molson and Coors names while signalling the company’s future will extend beyond the beer aisle”.

With the introduction of this new identity, the company has also announced that it is phasing out its MillerCoors name in the US.

The planned rebrand was announced last year as part of a restructuring effort, and follows a disappointing year for the beverage company, as declining beer sales led to a 78.4% decrease in GAAP net income for the year ending 31 December 2019.

Molson Coors Beverage Company CEO Gavin Hattersley said: “Our logo is a celebration of the new look and direction of Molson Coors Beverage Company.

“It also includes “Beverage Company,” an important distinction that speaks volumes about who we are and what is possible for our business, signalling to our employees, our customers, investors and others that we are serious about growing beyond beer.

“We will continue to compete and win on the foundation of our great beers, but the reality is our future will expand beyond that.”

Sofia Colucci, Molson Coors’s vice president of North American Innovations, added: “Modern brands are simple and use color and font to help convey the right emotions.

“We wanted to strike the right balance of conveying our heritage in beer but also symbolising a deliberate step into different beverages.”